Continuing with Moises Naims 2022s book The revenge of power (see Moises Naim’s 3Ps and social media (1) for book intro) 3Ps and their relation with social media. This blog post is dedicated exclusively to populism. Moises Naim defines Populism as a set of tools in contrast with the common ideological definition. It is a tool used for consolidating power by manipulating public sentiment. Something that can leverage social media.

Polarization and post-truth are principles utilized for the populism tool set, which makes this the final P.

Some of the most common tools used in the kit are listed below with a reflection on how social media tailwinds them.

Us vs. Them Framing

This tactic is based on how as humans see the world. We all grew up with stories of heroes and villains, of conflict and victory. In that sense, populists present themselves as saviors or leaders against something else. Connecting our feelings with their cause.

Social media enhances this tactic because of two characteristics.

• Echo Chambers and Confirmation Bias:  see Moises Naim’s 3Ps and social media (1) for detailed explanation.
• Viral Content and Dehumanization: the oversimplification of the information consumed due to low attention spans and the portraying of opposing groups as homogenous.

Direct Connection to the People

Using social media and direct communication they connect with their base. This allows them to control the narrative and bypass potential criticism.

• Bypassing Traditional Media: This allows them to avoid potentially critical coverage and present a one-sided narrative.
• Microtargeting and Mobilization: Social media data allows for microtargeting specific demographics with tailored messages, giving them the capabilities to exploit existing grievances and mobilize supporters for specific actions.

Simple Solutions to Complex Problems

Offer overly simplistic solutions to complex societal issues, appealing to emotions and frustrations rather than promoting nuanced solutions.

• Slogans and Emotional Appeals: social media favors concise, attention-grabbing content. Populists leverage this to form simplistic catchy bits of information that helps bypass discussions and critical analysis.
• Disinformation and “Fake News”: Due to the fast-paced small content nature, the spread of misinformation and “fake news” thrives on social media. Creating a distorted reality.

Disregard for Established Norms and Institutions

The disregard for established democratic norms and institutions weakens checks and balances, potentially leading to an erosion of democratic principles. For this they paint them as obstacles to their “people-centric” agenda.

For this tactic the different all the tools explained in the tactics before are used. This is the centerpiece of the strategy.

You can find the books and sources hyperlinked on the text.

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