The rise of far-right movements in Western democracies has been fueled by a growing deficit in democratic governance, allowing them to engage in politics by denying politics itself. As a university professor in Brazil, I have witnessed their emergence and eventual assumption of power in 2018. While we fought to preserve education and research, it became clear that our communication efforts were ineffective. Even our Facebook network of hundreds of professors struggled to convey the role of universities for two main reasons. Firstly, the far-right was adept at using social media to drown out our logical arguments. Secondly, we realized that while we focused on intellectual debates, the far-right was gaining ground by playing on emotions, a tactic identified by political philosophy.
Today, French intellectuals seem to be making the same mistakes. It is almost comical to see respected specialists and political commentators underestimate the impact of social media platforms on political decision-making. These platforms are not limited to young people or have a marginal impact on electoral results. They are powerful political weapons that reorganize information architecture, undermine the concept of truth, and elevate previously ignored political actors. This resurgence brings to light discourses that were previously confined to private life. The rise of national-populism poses a significant threat due to the materiality of the discourse promoted during electoral campaigns, shaping social change long before any electoral victory is secured.
While the far-right has not yet gained a governing majority in France, the true danger lies in the impact of the messages promoted during their campaigns. Many of their proposals depend on constitutional mechanisms that would limit the power of a cohabitation prime minister. The power of constructing discourse on social media as a driver of social change is significant, with political victories being won long before elections take place. The allure of national-populism is not in specific laws or reforms proposed, but in the transformation of discourse and the shaping of political realities through social media platforms. It is crucial for intellectuals and policymakers to understand and address this new political landscape to effectively combat far-right movements.
The inability of intellectuals and academics to effectively communicate their ideas and values in the context of the rise of far-right movements highlights a broader challenge faced by democratic societies in the age of social media. The power dynamics have shifted, with the far-right exploiting emotional appeals and reshaping public discourse through online platforms. The disconnect between the logic-based arguments of traditional institutions and the emotionally charged rhetoric of the far-right has allowed the latter to gain traction and influence public opinion. Addressing this imbalance requires a reevaluation of communication strategies and a recognition of the underlying emotional drivers that shape political decision-making in the digital age.
In conclusion, the rise of far-right movements in Western democracies, fueled by a deficit in democratic governance, presents a significant challenge to traditional institutions and intellectual elites. The power of social media platforms in shaping political discourse and mobilizing support for national-populist ideologies cannot be underestimated. It is imperative for intellectuals and policymakers to adapt their communication strategies and engage with the emotional aspects of politics to effectively counter the influence of the far-right and defend democratic values. Only by understanding and addressing the changing dynamics of political communication in the digital age can we hope to safeguard democracy and prevent the further erosion of democratic institutions.
