Political communication on Facebook and populism. The 2019 European Parliament election in Spain

Populist actors have more success than other parties on social media –particularly Facebook– where their posts receive higher levels of engagement. The entry populist onto the Spanish political stage can spread use rhetoric and influence citizens’ decisions, affecting configuration supranational institutions such as European Union. aim this study is to a quantitative content analysis verify presence discourse in 844 messages published Facebook by during 2019 Parliament election campaign analyse impact user interaction. results show that newest most extremist monopolise with empty, anti-elite populism. However, exclusionary also detected moderate conservative parties. parties, especially VOX, lead interactions, irrespective whether style appears messages. research inexorably consolidating Europe an electoral communications strategy Facebook. As countries, opposition adopt strategy. suggest may be conditioned attitudes followers less characteristics these parties’ publications.