As the dust settles following the 2024 European Parliamentary (EP) elections, it is crucial to reflect on the digital campaigns and public discourse that shaped voter sentiment across Europe. Our comprehensive report provides an in-depth comparative overview of the narratives and levels of toxicity on Facebook and Instagram, based on the activities of 707 political parties, candidates, media outlets, journalists, and other influential entities. Spanning posts from 1 January to 15 June 2024, the analysis zeroes in on eight key countries: France, Germany, Hungary, Italy, Poland, Spain, Romania, and Sweden, offering a detailed look into how online discussions influenced the electoral landscape.
The report’s findings offer critical insights into the nature of online political discourse during the election period. Despite an overall low level of toxicity—only 209 of the 37, 705 posts analysed were classified as toxic, equating to just 0.53 per cent—there is a notable disparity across different countries. Hungary and Poland saw the highest levels of toxic content, reflecting deeper national tensions, whereas Italy recorded the lowest. Interestingly, while toxic content represented a small fraction of the posts, it attracted significantly higher engagement. This suggests that posts containing personal attacks, criticism of key figures and policies, and divisive commentary were more likely to go viral, amplifying their impact on public discourse.
The report also sheds light on the varied narratives that dominated discussions in different countries, which often reflected domestic concerns more than pan-European issues. In France, agriculture and immigration were prominent, while in Germany and Sweden, climate policy took centre stage. These findings underscore the fragmented nature of public debate within the EU, where national issues frequently overshadow broader European themes. Despite these differences, the overall sentiment towards the EU remained largely positive, though certain topics, such as immigration and foreign policy, sparked more polarised discussions, highlighting the complexity of public opinion in a diverse political landscape.
In addition to exploring these narratives, the report delves into the role of different political entities and media outlets in shaping the discourse. Political parties like Fidesz in Hungary and National Rally in France, alongside influential media outlets, were pivotal in driving discussions, particularly on contentious issues such as the EU’s role in national politics and foreign policy. This analysis not only highlights the key drivers of online discourse but also raises important questions about the influence of toxic content on electoral outcomes.
For a comprehensive breakdown of these trends and their implications, we invite you to download the full report. This detailed study offers valuable insights for policymakers, political analysts, and anyone interested in understanding the evolving dynamics of digital campaigning in Europe.
Comparative analysis written by Ognjan Denkovski with contributions from Francesca Giannaccini. Case studies authored by Dr. Márton Bene, Francesca Giannaccini, Dr. Julien Labarre, Renan Magalhães, Kieran Murphy, Caio Ponce de Leon R F, Anna Romanovska, and Madalina Voinea.
