Can Grassroots Organizations Reduce Support for Right-Wing Populism via Social Media?

Wimmer, Johannes und Vollmer, Leonhard (16. März 2023): Can Grassroots Organizations Reduce Support for Right-Wing Populism via Social Media? Collaborative Research Center Transregio 190, Discussion Paper No. 390

Abstract

The rise of right-wing populism throughout Western democracies coincided with an increasing adoption of social media – both among supporters and opponents of right-wing populism alike. In light of these trends, we assess whether grassroots organizations are effective in combating right-wing populism via social media. We study this question using a tightly controlled online field experiment embedded in the Facebook campaign of a German grassroots organization. Leveraging geo-spatial variation in where the organization disseminated its Facebook ads targeting Germany’s leading right-wing populist party (AfD), we find that the campaign did not significantly affect the AfD’s vote share and turnout. Drawing on data from a complementary online experiment, we show that insufficient outreach on Facebook together with the absence of individual-level responses of attitudes and behavior explains why the campaign did not meaningfully shape aggregate election outcomes.

• Dokumententyp: Paper
• Fakultät: Volkswirtschaft > Collaborative Research Center Transregio "Rationality and Competition"
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• Sprache: Englisch