The Rise of Populist Parties through Digital Media: The case of Alternative für Deutschland and Podemos

This thesis explores the role of media in the rise to power of right-wing political parties, focusing on the media strategies they adopt and the effects on public perception. In these recent years, right-wing parties have increasingly worked on media platforms—both traditional and digital—to improve and spread their messages, shaping political discourse and gaining supporters. This thesis examines the use of populist rhetoric in media campaigns, alongside the strategic targeting of specific media outlets and social media channels to gain recognition with key voter groups. By analyzing two case studies from different countries (Alternative für Deutschland and Podemos), the thesis focuses on the complex interaction between media representation and electoral success, shedding light on how media strategies not only influence voters but also help right-wing parties to succeed. All things considered, this research highlights the significant role of media in forming what is now the contemporary political landscapes, offering insights into the evolving dynamics between media, politics, and power.