Like, Share, Comment, and Repeat: Far-right Messages, Emotions, and Amplification in Social Media
Abstract
Investigating the role of emotions in online political engagement, we show that far-right parties receive more amplification online than centrist parties because their messages produce stronger emotional reactions. Using a 2 × 3 mixed design survey experiment (N = 303), which compared far-right and centrist messages about three campaign issues in Ukraine, we demonstrate that nationalist appeals evoked hope and enthusiasm, which resulted in more likes and shares. However, far-rights were only successful when addressing their traditional issues, such as national language policy. We conclude with advice on how other parties can harness emotional appeals to encourage political participation when facing competition from far-right parties.
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References 62 · Cited by 25
- Authors
- Doroshenko, L., & Tu, F.
- Affiliations
- Northeastern University (US)
- University of Wisconsin–Madison (US)
- Corresponding author
- Doroshenko, Larissa
- Venue
- Journal of Information Technology & Politics
- Publisher
- Informa UK Limited
- Published
- 2022-07-19
- Volume
- 20
- Issue
- 3
- Pages
- 286-302
- ISSN
- 1933-1681 (ISSN-L)
- 1933-169X
- OpenAlex
- W4286216690
- Cited by
- 25
- References
- 62
- Citations by year
- 2026: 11 · 2025: 7 · 2024: 3 · 2023: 3 · 2022: 1
- FWCI
- 5.34
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Information Technology & Politics (publishedVersion)
- Funders
- Open Society Foundations (Grant Number IN2016-27974)
- Topics
- Social Sciences › Communication › Social Media and Politics
- Social Sciences › Political Science and International Relations › Populism, Right-Wing Movements
- Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
- Keywords
- far-right parties, emotional appeal, social media engagement, political participation, centrist parties, national language policy, Ukraine, campaign issues, online political engagement
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