Visual de-demonisation: A new era of radical right mainstreaming

Abstract

This conceptual article calls for the integration of new approaches to the study of visual populist communication, arguing that it will play a critical part in a new era of radical right mainstreaming. Extant scholarship on the mainstreaming of the radical right has focused on party politics and rhetoric, neglecting the visual self-presentation and emotional strategies of radical right leaders on platforms like Instagram and TikTok. The article proposes the novel concept of ‘visual de-demonisation’ to capture these dynamics, articulating it as a three-fold strategy that emphasises the legitimacy, good character and ample policy platform of radical right leaders on visual social media. The article also argues that visual platforms provide the radical right with the ideal setting to present itself in a renewed and more positive light, hence serving its strategic interest in de-demonising. This poses a key challenge for the future, potentially contributing to its increased normalisation.