New Media & Society 1-28 2023 https://doi.org/10.1177/14614448231164409 |
- Sophia Rothut; Ludwig Maximilian University of Munich, Germany; sophia.rothut@ifkw.lmu.de; https://orcid.org/0000-0003-0990-8034
- Heidi Schulze; Ludwig Maximilian University of Munich, Germany; heidi.schulze@ifkw.lmu.de; https://orcid.org/0000-0003-0079-9169
- Rieger, Diana; Ludwig Maximilian University of Munich, Germany; diana.rieger@ifkw.lmu.de; https://orcid.org/0000-0002-2417-0480
- Hohner, Julian; Ludwig Maximilian University of Munich, Germany; julian.hohner@@ifkw.lmu.de; https://orcid.org/0000-0002-5872-0954
Abstract: Increasingly, influencers are employed to market not only products but also ideas and beliefs. The far right has recognized the strategic potential of influencer communication to tap into new target groups and mobilize supporters. This paper provides insights into the little-explored field of far-right influencers. We conceptualize them as individual actors characterized by far-right ideology, positioned as political influencers, actively advocating for their ideological aims. Employing a multi-layered computational approach to explore communication practices and networking structures of 243 German-speaking far-right influencers on Telegram, we derive a typology and observe the emergence of a functionally differentiated influencer collective. In this collective, each community has specific functions and characteristics that emphasize different ideological aspects, mobilization modes, and influencer practices. Despite the decentralized organization, we find high efficiency in information dissemination. The results corroborate the assumed potential of far-right influencers as disseminators of ideological content who can be particularly persuasive through their role as parasocial opinion leaders.
Idioma: Inglés.
Publicación: 31 de mayo del 2023.
Volumen: New Media & Society 2023.
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