By considering the Facebook activity of 52 party leaders during national election campaigns held in 18 Western democracies that went to the polls between 2013 and 2017, we study users’ engagement with popularization and with populist leaders. Applying negative binomial hierarchical models on original data of party leaders’ Facebook pages, we find that elements of popularization in leaders’ posts are associated with an increase in users’ acknowledgement (number of likes), decreases in redistribution (number of shares), while they do not affect discursive interactions (number of comments). Our research also shows that, irrespective of their content, messages published by populist leaders are more capable of increasing both acknowledgement and redistribution, while they do not generate more comments than those published by non-populists. Finally, we find that when populist leaders adopt popularization as a communicative style, they do not achieve any extra gain vis-a-vis non-populist actors.

中文翻译：

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公民在 Facebook 上与大众化和民粹主义演员的互动：对 18 个西方民主国家的 52 位领导人的研究

通过考虑 2013 年至 2017 年在 18 个西方民主国家举行的全国大选期间 52 位政党领导人在 Facebook 上的活动，我们研究了用户对大众化和民粹主义领导人的参与。将负二项式层次模型应用于党的领导人 Facebook 页面的原始数据，我们发现领导人帖子中的流行元素与用户认可（点赞数）的增加、再分配（分享数）的减少有关，而它们不影响话语交互（评论数量）。我们的研究还表明，无论内容如何，​​民粹主义领导人发布的信息更能提高认可度和再分配率，但与非民粹主义者发布的信息相比，它们不会产生更多评论。最后，