Two Faces of the Campaign : Populism as a Communication Strategy of Andrej Babiš in the Campaign for the Czech Presidential Elections 2023

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26482789%3A_____%2F26%3A10152849" target="_blank" >RIV/26482789:_____/26:10152849 - isvavai.cz</a>

Result on the web

<a href="https://www.jofcp.org/current-issue-vol-19-no-1-january-2026/" target="_blank" >https://www.jofcp.org/current-issue-vol-19-no-1-january-2026/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Two Faces of the Campaign : Populism as a Communication Strategy of Andrej Babiš in the Campaign for the Czech Presidential Elections 2023

Original language description

Populism has become one of the key phenomena of contemporary political communication across European democracies. Communication strategies play a significant role in the success of populist actors, and the crucial influence of social media on this process cannot be ignored. Social networks allow politicians to connect more directly with voters and provide a space for personalized and emotionally attuned communication. This article analyses the populist political communication of Andrej Babiš (ANO 2011) during the 2023 Czech presidential election campaign, with particular attention to differences between his outdoor billboard campaign and his online communication on Twitter (X). The study aims to identify which elements of populist rhetoric were employed in these environments and how they evolved between the first and second rounds of the election. The study uses quantitative content analysis, focusing on key aspects of populist communication such as defining oneself against elites, emphasizing the people as a homogeneous group, and mobilizing through emotional appeals. The findings reveal a distinct platform asymmetry: while the outdoor campaign relied heavily on emotionally charged and fear-based appeals—especially in the second round—Twitter communication was more restrained, serving primarily as a channel for personalization and reference to external content. The study highlights the role of media platforms in shaping populist communication strategies within the Czech political context.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2026

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Comparative Politics

ISSN

1338-1385

e-ISSN

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Volume of the periodical

19

Issue of the periodical within the volume

1

Country of publishing house

SI - SLOVENIA

Number of pages

27

Pages from-to

96-122

UT code for WoS article

001655784800006

EID of the result in the Scopus database

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