Can it be hate if it is fun? Discursive ensembles of hatred and laughter in extreme right satire on Facebook

Abstract

This paper explores the role of satirical pages and groups on Facebook as a means of a broader discourse strategy of mainstreaming extreme right political positions and populist propaganda. In a qualitative content analysis of six satirical pages and groups from four Western democracies, we examine both the original posts and the users’ commentary and interactions. Taking a combined look on the disseminated social media contents and user interactions provides a more nuanced understanding of mainstreaming practices than examining one side alone. Results show that the original posts and the subsequent user interactions form a discursive ensemble, which in combination of satirical content and comment can at once cloak and unveil the political intent and can serve the mainstreaming strategy for extreme right positions by furthering radical narratives, stencils, and images.