POPULISM IN THE DIGITAL AGE: SOCIAL MEDIA ADVERTISING SPENDING IN THE 2019 AND 2024 EUROPARLIAMENTARY ELECTIONS – A COMPARATIVE STUDY

Abstract

The development of digital platforms has determined a revolution in political communication and campaigning strategies. Social media is now playing an increasingly important role, potentially altering voters’ perceptions, beliefs and their political behavior. This paper investigates the impact of populist parties’ social media advertising spending on voter behavior during the 2024 European Parliamentary election, comparing it to spending and electoral results from the 2019 EP scrutiny. The hypothesis I analyze in this research: A high level of electoral advertising spending on digital platforms (e.g., Facebook, Google, Instagram) is positively correlated with high electoral outcome for populist parties in the 2024 European parliamentary elections. I analyse the advertising expenditures of European populist parties Vlaams Belang (Belgium), Alternative für Deutschland (Germany), Fidesz (Hungary) and The Law and Justice (PiS) Poland during their electoral campaigns and examine correlations with voting outcomes. The selection of these parties was determined by several methodological considerations (ideological consistency – populism, conservatism and far-right orientation; significant spending on digital political advertising; strong and active presence on digital and alternative media, high visibility in traditional media coverage and their relationship to power – in power or in opposition) which are relevant to the research’s objective. This paper contributes to a better understanding of the new digital strategies employed by political parties, particularly in digital advertisement during electoral campaigns. Additionally, it highlights the need for awareness and regulation of commercial strategies that use targeting and algorithm-driven content, which can impact democratic systems, thus necessitating more comprehensive regulatory policies.