The Popularization of Political Communication: A New Definition, Its Drivers on Facebook, Its Properties Under the Current Hybrid Media System

This article presents and adopts a new definition of the popularization of political communication, which is defined as a strategic communicative action through which political actors try to create new connec- tions with those citizens who do not still know, follow and support them and to emotionally strengthen the political bond with their current sympathizers. Second, a comparative analysis of the Facebook pages of the main political leaders of 31 countries shows that the popularization of political communication is a relevant phenomenon on Facebook, while a qualitative comparative analysis (QCA) indicates that the presence of a presidential system, a high digitalization of the media system, and a high level of trust in political institutions are three sufficient conditions for a “pop” communication on Facebook. Finally, the article identifies and discusses its main properties and development under the current hybrid media system.