University of Twente Student Theses
Shaping Public Discourse: Analyzing Populist Strategies in AfD's Communication on Migration via Social Media
Brockmeyer, Ben (2024) Shaping Public Discourse: Analyzing Populist Strategies in AfD's Communication on Migration via Social Media.
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| Abstract: | Purpose: In the context of a changing political scene in Europe. The purpose of this research is to analyze the specific strategies and implications the German party Alternative für Deutschland (AfD) uses to shape the public discourse on the topic of migration. There is already different literature on the populist strategies of far-right parties, most of them focus on traditional media. In our digital age, it is important to also research populist strategies regarding social media. Therefore, this study will explore the strategies of populist parties, especially on X (former Twitter) on the topic of migration. Method: A qualitative content analysis of tweets was conducted using Excel. The tweets were scraped from four influential AfD accounts over the time period of one year starting from May 2023 till May 2024. In total 406 tweets were coded with the help of a codebook, which was developed from different literature. Results: This study identified significant patterns in communication strategies and argumentation styles related to immigration issues. Tweets frequently employ anecdotal evidence and emotional appeals, often combined with populist strategies such as challenging the political establishment and creating in-group/out-group dynamics. Statistical evidence is less common but still utilized strategically to support claims. The two main issues that were put on the agenda were “Crime and Security” and “Germany's immigration policy”. Furthermore, the study showed differences in strategy on the issues that were put on the agenda. Conclusion: This research affirmed previous literature on the populistic far-right and their influence on the public discourse, especially on social media. Furthermore, the research gives insight into the specific strategies the AfD uses to shape the public discourse on Twitter on migration. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Computer Science BSc (56964) |
| Link to this item: | https://purl.utwente.nl/essays/100467 |
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