Unleashing the Beast: Exploring Incivility and Intolerance in Facebook Comments Under Populist and Non-populist Politicians’ Social Media Posts About Migration

Abstract

Abstract Social networking sites allow politicians to reach followers directly and offer citizens platforms to express their opinions. However, online discussions often lack civility, leading to increased polarization. Although existing research has brought important insights into populist effects on political trust, attitudes, or electoral behavior, we know less about how populism’s use of divisive rhetoric and identity-based appeals contribute to the confrontational responses of social media users. To address this gap, we investigate the relationship between the use of populist communication in migration-related social media posts by populist and non-populist political actors and the use of uncivil and intolerant rhetoric by social media users. Focusing on the case of the Czech Republic between 2013 and 2020, we conducted a quantitative content analysis of Facebook posts about the contentious issue of migration created by political parties and comments under those posts published by social media users. Our results indicate that while different elements of populist communication bring mixed results to the responses in online discussions, the social media posts created by populist political parties are positively associated with increased online incivility and intolerance. These findings have significant implications for understanding the potential influence of populist messages on social media and its consequences for democratic societies, highlighting their relevance in addressing and mitigating crises beyond the migration crisis, such as the ongoing COVID-19 pandemic and other emergencies.