We are against! how Polish and French populist parties use social media to convey political narratives

The article contains the results of preliminary comparative research on virtual communication conducted by ideologically populist right-wing parties in Poland and in France. The research was carried out using the method of discursive construction of dissatisfaction, analyzing content published on Facebook by the Confederation Liberty and Independence (Polish: Konfederacja Wolność i Niepodległości) and National Rally (French: Rassemblement National) parties. All posts published by the parties from December 1, 2023, to January 31, 2024, were examined (N—720). It was found that both parties built narratives that were negative and critical toward the created “enemy,” as well as self-promotional narratives aimed at emphasizing the successes and achievements of the party and its leaders. Only incidentally there appeared posts in which parties proposed substantive, unique solutions, introducing them into the virtual political discourse. It was also established that the milieu has a key impact on the topic of virtual communication offered by each entity. Parties only address topics present in the national space and in a manner consistent with cultural values. However, they avoid topics that would not find a large enough audience. Management of virtual communication processes in the case of both parties is focused on achieving short-term goals, including achieving immediate political effects using communication on social media which play a key role in spreading information despite differences arising from the milieu where the narrative is provided.