University of Twente Student Theses
The 2022 Italian general election campaign : measuring different levels of populism on Facebook and assessing its impact on engagement.
Coloricchio, Michele (2023) The 2022 Italian general election campaign : measuring different levels of populism on Facebook and assessing its impact on engagement.
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| Abstract: | Recognising the rise of extremism and populism that democracies are experiencing worldwide and the intertwining of this phenomenon with social media, this research seeks to look closer to the European context, and specifically to the political environment in Italy. After a turbulent election in 2022 where a right-wing populist coalition won the majority of seats in parliament, this study wants to measure the extent to which populism characterised the party's social media communication during the elections campaign and what impact populism has on social media engagement. The results showed that both populist and non-populist parties employed populist rhetoric in their communication and that populism does not significantly affects engagement such as likes and shares. Instead, it has been shown that populist parties achieve better engagement metrics if compared to non-populist parties. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/94501 |
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