Populism and social media in the globalized world :
a discourse analysis of Matteo Salvini in Italy
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Paioncini, Flaminia
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Buenos Aires
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Abstract
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This Master’s Thesis delves into how social media have transformed political communication, offering populist leaders new tools for direct engagement, emotional resonance, and the construction of a privileged relationship with “the people.” These dynamics have proven especially effective for right-wing populism, where exclusionary narratives and moralized antagonisms gain visibility and legitimacy through platform logics. By looking at the global context and how new technologies are shaping nowadays politics, this thesis explores the intersection between social media and right-wing populism through the case study of Matteo Salvini, leader of the Italian party Lega. It investigates how Salvini used Facebook
during July 2018 to construct a populist agenda and legitimize exclusionary policies in the lead-up to the Decreto Sicurezza. Throughout a rigorous coding and detailed analysis, this research contributes to the broader discourse on how social media have been shaping contemporary politics and how the rise of digital populism has profound implications for democracy.
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Keywords
POPULISMO, MEDIOS DE COMUNICACIÓN, GLOBALIZACIÓN, NUEVAS TECNOLOGÍAS, REDES SOCIALES, DISCURSO POLÍTICO, ESTUDIOS DE CASOS, ANÁLISIS DOCUMENTAL, ANÁLISIS DEL DISCURSO, ITALIA
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Tesis de maestría
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88 h.
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Paioncini, Flaminia (2025). Populism and social media in the globalized world: a discourse analysis of Matteo Salvini in Italy. Tesis de Maestría. FLACSO. Sede Académica Argentina, Buenos Aires.
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