How Do Populist Radical Right Parties Differentiate their Appeal? Evidence from the Media Strategy of the Hungarian Jobbik Party

Abstract As they become more successful, populist radical right parties face a tension between keeping their nativist credentials and moderating appeal to gain new voters. We argue that differentiating party messages core supporters the wider electorate allows pursue both goals. outline empirically illustrate previously underexplored phenomenon of selective messaging based on communication strategy Hungarian Jobbik throughout its lifespan (2006–19) in partisan outlets, press releases Facebook. Using dictionary approach, we map co-evolution mobilization under conditions supply- demand-side changes. Our results show decline transformation Jobbik's appeal, an increasing reliance populism. The trend is not uniform; relies nativism as function targeting identifiers or general specific media outlets. findings importance mapping parties’ programmatic across platforms over time.