The comparative effectiveness of populist rhetoric in generating online engagement

Worldwide, voters are supporting populist candidates who promise to upend “politics as usual.” Despite all we know about populism, we still do not know how individuals respond to populist content during campaigns, particularly compared to other common content in liberal democracies. This paper adapts framing theory to an online electoral context to argue that populist campaign messages will generate more online engagement compared to three alternative conceptions of the relationship between the people and the elites: pluralism, technocracy, and neutral messages. The paper adapts Snow and Benford's seminal 1988 theory of resonance to studies of populist communication and assess whether populism resonates more with online social media users. An original dataset using the campaign Tweets of 22 national-level actors across five countries is used to test the theory: Brazil, Mexico, Colombia, Italy, and Spain (N = 1777). The findings suggest that citizens on Twitter engage with populism more than its alternatives in certain contexts.