Along with the recent boom in support of populist movements in Europe, social media seems to be the ideal place for their interaction with the public. While Facebook has been thoroughly explored for populist campaigning, there is still scarce research on visual aspects of their communication. Analysing the 2019 European Parliament campaign, this study seeks to determine the distinct characteristics of a populist visual communication style and its differences in relation to the non-populist parties. Applying quantitative content analysis to the images (N = 997) posted on Facebook by political parties from 28 countries enabled us to show that there is a predominance of similarities in both communication styles. Although populists demonstrated a higher propensity to depict their leader and use national symbols, these were exceptions to the overwhelming evidence of uniformity in campaigning methods. Hence, we argue that despite evidence of textual visibility, populist communication does not explicitly manifest through images.

随着最近欧洲支持民粹主义运动的热潮，社交媒体似乎是他们与公众互动的理想场所。尽管 Facebook 已针对民粹主义运动进行了深入探索，但对其交流的视觉方面的研究仍然很少。本研究分析 2019 年欧洲议会竞选活动，旨在确定民粹主义视觉传播风格的独特特征及其与非民粹主义政党的差异。对图像应用定量内容分析（N = 997）由来自 28 个国家/地区的政党在 Facebook 上发布，这使我们能够证明两种沟通方式的相似性占主导地位。尽管民粹主义者表现出更高的描绘他们的领导人和使用国家象征的倾向，但这些是竞选方法一致的压倒性证据的例外。因此，我们认为，尽管有文本可见性的证据，但民粹主义交流并未通过图像明确体现。