Gender, social media and right-wing populism: an analysis of AfD’s online political communication in the 2024 EU elections

This thesis explores the intersection of gender, social media, and right-wing populism through an analysis of the German right-wing populist party Alternative für Deutschland’s (AfD) political communication strategy during the 2024 European Parliament elections. Specifically, it examines how the AfD utilized Instagram and TikTok to engage voters and integrate gender-related topics into their campaign messaging. In light of the party’s significant outreach and increased vote share among young voters (ages 16–24), this research investigates the AfD’s strategic use of these platforms to mobilize new target demographics, particularly following the expansion of voting rights to include 16- and 17-year-olds in Germany. The choice of topic reflects the growing influence of far-right and populist rhetoric across Europe, as evidenced by the 2024 European Parliament election results. The AfD’s success could be connected to social media, where they are achieving three times the TikTok outreach compared to all compeating parties in Germany. The AfD raised their vote share among young voters by 11 percentage points since 2019, highlighting the importance of studying the influence of digital platforms in electoral outcomes. This study focuses on the AfD’s use of gender in their social media content, highlighting their promotion of traditional gender roles, anti-feminist rhetoric, and claims that women’s safety is threatened by migration, which they use to justify anti-immigration policies. The research employs a mixed-methods approach combining quantitative and qualitative methodologies. The content analysis provides a quantitative foundation by categorizing and quantifying AfD posts on Instagram and TikTok, focusing on themes such as gender and populism. A thematic analysis explores recurring narratives within these themes, such as “traditional family values” and “gender as a tool of anti-migration rhetoric.” Finally, the discourse analysis critically interprets the language and rhetoric used in selected posts, uncovering underlying ideologies and power dynamics. By integrating these methods, this study offers a comprehensive understanding of AfD’s social media strategy and their framing of gender in their political communication. This research contributes to the growing field of political communication on social media and the understudied intersection of right-wing populism and gender. It sheds light on the ways far-right parties adapt to digital platforms, strategically engaging younger audiences and employing gendered narratives to further their political agenda. The findings underscore the need for further exploration of social media’s role in shaping contemporary political discourse and the implications for democratic societies in Europe.