From emotion to virality : the use of social media in the populism of Chega and VOX

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dc.contributor.authorDomínguez-García, Ricardo
dc.contributor.authorBaptista, João Pedro
dc.contributor.authorPérez-Curiel, Concha
dc.contributor.authorFonseca, Daniela Esperança Monteiro da
dc.contributor.institutionCICANT - Centre for Research in Applied Communication, Culture, and New Technologies
dc.date.accessioned2025-09-08T16:00:05Z
dc.date.available2025-09-08T16:00:05Z
dc.date.issued2025-04-23
dc.descriptionPublisher Copyright: © 2025 by the authors.
dc.description.abstractThis study analyses the digital communication strategies of the radical right parties VOX (Spain) and Chega (Portugal) on the social media platforms X, Instagram, and TikTok during the electoral periods. Using a comparative content analysis with quantitative and qualitative approaches, the research reveals that both parties employ a populist discourse marked by confrontation with the political elite and the use of emotional appeals to mobilize their followers. VOX directs its attacks at the left and the Spanish Prime Minister, while Chega emphasizes criticism of the political system as a whole. The results show that polarization and the evocation of emotions such as indignation, pride, and hope are central strategies in their posts. Furthermore, messages with strong emotional charge and audiovisual elements generate a greater impact, especially on TikTok and Instagram, where virality is significantly higher than on X. The study concludes that the communication strategies of these parties are based on ‘data populism’, where interaction and visibility on social media reinforce their political narratives and consolidate their base of support.en
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dc.identifier.citationDomínguez-García, R, Baptista, J P, Pérez-Curiel, C & Fonseca, D E M D 2025, 'From emotion to virality : the use of social media in the populism of Chega and VOX', Social Sciences, vol. 14, no. 5, 255. https://doi.org/10.3390/socsci14050255
dc.identifier.doihttps://doi.org/10.3390/socsci14050255
dc.identifier.issn2076-0760
dc.identifier.urihttp://hdl.handle.net/10437/15540
dc.identifier.urlhttp://www.scopus.com/inward/record.url?scp=105006417826&partnerID=8YFLogxK
dc.language.isoeng
dc.peerreviewedyes
dc.publisherMultidisciplinary Digital Publishing Institute (MDPI)
dc.relation.ispartofSocial Sciences
dc.rightsopenAccess
dc.subjectCOMMUNICATION
dc.subjectPOPULISM
dc.subjectPOLITICAL COMMUNICATION
dc.subjectMEDIA
dc.subjectRIGHT-WING POLITICS
dc.subjectCOMUNICAÇÃO
dc.subjectPOPULISMO
dc.subjectCOMUNICAÇÃO POLÍTICA
dc.subjectMEIOS DE COMUNICAÇÃO
dc.subjectPOLÍTICA DE DIREITA
dc.titleFrom emotion to virality : the use of social media in the populism of Chega and VOXen
dc.typearticle

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