Populism as a communication phenomenon: likeability and characteristics of political communication through social media with reference to the Italian case of North League and its leader.
Populism as a communication phenomenon: likeability and characteristics of political communication through social media with reference to the italian case of North League and its Leader Matteo Salvini
RESEARCH QUESTION & SUB-QUESTIONS
Which aspects of social media populism influence the reception and likeability of a message ?
What are the specific features of social media populism?
Which traits of online communication are most valuable for North League sustainers?
How social media populism can create interactive connections between senders and recipients?
How social media can intensify political campaigns?
GOALS AND OBJECTIVES
Exploring what populism is as a communication phenomenon
Investigating the use of social medias in political campaigning with reference to the Italian context
Analyzing the communicative strategies utilized by the political leader on his facebook profile
Defining what aspects of social media communication are most valuable for North League sustainers
Examining if populism used as an emotional source of communication can affect the likeability of a message
NATURE OF RESEARCH:
- Exploratory ( investigating the phenomenon in order to get to know it more deeply and in order to realize what is happening).
METHODOLOGY:
- Qualitative research ( Exploring perceptions related to the usage of social medias for political reasons and the strategies used by the political leader).
Data collection – Data categorization – Pattern recognition – Theory formulation.
METHODS:
- Case study ( North League and its leader Matteo Salvini).
- Phenomenology ( Populism as a communication phenomenon and its diffusion through social medias).
TECHNIQUES:
- Literature review ( to identify the components of social media populism and social media political communication in general ).
- Questionnaires ( measuring internet usage and awareness, how many people use social medias and how active they are and measuring respondents perceptions about the use of social medias for political purposes).
