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When Populism Targets Europe: Anti-EU Rhetoric and User Engagement in the Visegrád Countries
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Abstract: Criticism of the EU has become a common feature of political communication in Central and Eastern Europe and it is often tied to broader concerns about democratic erosion and distrust in institutions. This study investigates how anti-EU rhetoric was employed on Facebook by political actors in the Visegrád countries (Czechia, Hungary, Poland, and Slovakia) during the 2024 European Parliament elections and how it relates to the populist style of communication. Drawing on a comparative content analysis of more than 6,000 posts, the study examines how messages that negatively target the EU incorporate elements of populist rhetoric and emotional tools, such as fear speech and patriotic symbols. The findings show that populist actors were the most frequent users of anti-EU messaging, with anti-elitist framing as the strongest and most consistent rhetorical strategy, often accompanied by other emotional tools. Despite political differences, anti-EU campaigning showed consistent regional patterns. This article contributes to research on political communication by offering a regional comparison, incorporating visual analysis, and challenging the idea that negative messaging is a reliable strategy for mobilising audiences online.
Keywords: anti-EU rhetoric; European Parliament elections; fear speech; negative campaigning; patriotic visuals; populism; social media; user engagement; Visegrád countries
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Vol 13 (2025): Electoral Communication: European Elections in Times of (Poly)Crises (In Progress)
© Alena Pospíšil Macková, Lucie Čejková, Martina Novotná, Krisztina Burai, Paweł Baranowski, Michal Garaj. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.