Populist Framing Mechanisms and The Rise of Right-Wing Activism in Brazil

This paper presents an analysis of the use of populist framing mechanisms by grassroots right-wing organizations. It brings together the social movement literature on framing and the populist literature to understand how actors build an emergent field of activism in a highly contentious context. Based on the analysis of a sample of 4,574 Facebook posts published by five civil society organizations during the campaign to oust Brazilian President Dilma Rousseff, it argues that two mechanisms - reductionism and antagonism - enabled actors to focus on similar targets and diagnostics, while maintaining relevant differences when seeking to motivate followers and present prognostic frames. These were key mechanisms used by all the actors, albeit with different contents, depending on the frame task. This article contributes to filling gaps in the framing and populist literatures, and in shedding light into the relevance of populist communication in the rise of right-wing activism.