The seminar “Advances and Setbacks of Democracy in the European Space” featured a presentation by Ramiro Díaz-Maroto Oro, who focused his talk on the rise of populism and the digital communication strategies used by far-right European leaders. During his intervention, he analyzed how these political actors have adapted their discourse to the short, emotionally driven formats characteristic of social media, prioritizing simple, polarizing, and easily shareable messages to amplify their reach.
Díaz-Maroto highlighted that platforms such as X, Facebook, and TikTok have become key spaces for constructing alternative political narratives, where populist leaders can address citizens directly without mediation from traditional media. According to his analysis, this direct communication encourages the personalization of leadership, reinforces the “us versus them” logic, and contributes to the rapid dissemination of interpretative frames that appeal to emotions such as fear, insecurity, or social discontent.
He also emphasized that recommendation algorithms play an important role in amplifying controversial or polarizing content, which can intensify the fragmentation of public debate. This phenomenon, he noted, has implications for democratic quality, as it fosters the creation of echo chambers and makes dialogue between different ideological positions more difficult.
The speaker also addressed the challenges this poses for European democracies, pointing to the need to strengthen media literacy, promote algorithmic transparency, and encourage a more plural information ecosystem. In conclusion, he argued that digital communication is not inherently negative, but it does require regulatory frameworks and responsible practices that ensure an informed, inclusive public debate aligned with democratic principles.
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