THE RISE OF DIGITAL POPULISM: SOCIAL MEDIA AND ELECTORAL POLITICS

Abstract

The advent of digital technologies and the widespread adoption of social media platforms have fundamentally transformed the landscape of contemporary electoral politics, giving rise to a new phenomenon termed digital populism. Digital populism refers to the strategic use of online platforms by populist leaders and movements to engage directly with the electorate, bypassing traditional media channels, and influencing political discourse. This research explores the mechanisms through which populist actors leverage social media to shape public opinion, mobilize supporters, and consolidate political power. Drawing upon a combination of quantitative and qualitative analyses, the study investigates how platforms such as Facebook, Twitter, Instagram, and TikTok serve as critical instruments for disseminating populist messages, fostering engagement, and amplifying political narratives. Particular attention is given to the role of misinformation, disinformation, and algorithmic amplification in shaping voter perceptions, often creating echo chambers that reinforce existing biases and contribute to political polarization. Case studies from multiple countries, including Indonesia, Brazil, and various European nations, demonstrate the diverse strategies employed by populist actors to maximize reach and influence, ranging from viral content and targeted advertising to the strategic deployment of influencers and online communities. The research also examines the implications of digital populism on democratic processes, highlighting both its democratizing potential—by increasing political participation and giving voice to marginalized groups—and its challenges, including the manipulation of public opinion, erosion of trust in traditional institutions, and the spread of false information.