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

Kód výsledku v 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>

Výsledek na webu

<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

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2026

Kód důvěrnosti údajů

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

Název periodika

Journal of Comparative Politics

ISSN

1338-1385

e-ISSN

—

Svazek periodika

19

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SI - Slovinská republika

Počet stran výsledku

27

Strana od-do

96-122

Kód UT WoS článku

001655784800006

EID výsledku v databázi Scopus

—