Polarisation As a Strategy of Political Communication. The Discourse of Lithuanian Politicians on Facebook

Abstract

The article examines how transformations in political communication within the digital media environment may contribute to the political polarisation of citizens. Recent political developments in Lithuania demonstrate that polarisation manifests not only in relations between opposing political parties and their supporters but also in public debates concerning health, social welfare, and security issues. The aim of the research is to analyse the strategies employed by politicians to intensify polarisation.

The study presents a review of academic literature and a content analysis. The literature review revealed a relationship between the expansion of digital platforms and increasing societal polarisation. The author of the article argues that social media has become one of the most important sources of political information, with its algorithms encouraging the formation of filter bubbles and the dissemination of superficial and emotionally charged content. This creates favourable conditions for politicians to spread polarising messages. The findings also indicate that the communication of certain Lithuanian politicians can be characterised as an affective, elite, and mass polarisation, containing a prominent “us versus them” narrative. By employing strong and predominantly negative emotions, those politicians seek to mobilise their audience and reinforce antagonism towards their political opponents and supporters.