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<p>While traditional news remains crucial, political parties now have access to myriad platforms. Some of those platforms offer parties greater control over their messages and narratives than legacy news media, creating new opportunities. This shift has benefited radical-right parties, whose rise is partly linked to their adept use of digital and social media platforms. To study the hybrid political communication of populist radical-right parties (PRRPs), this paper uses the PEO-model to analyze their communication on paid, earned, and owned media channels. As a case study, this paper focuses on Vlaams Belang, a PRRP in Belgium. Previous research on digital political communication strategies studied ideological entrepreneurs and political propaganda on social media, but limited research explores how various owned social and digital media platforms, along with paid social media advertisements, complement earned news media coverage. Based on a quantitative content analysis of over 3400 media items from February 14 to May 14, 2023, this study finds that Vlaams Belang strategically communicates on their core issues while also addressing traditionally less-associated issues through their owned and paid media channels. The communication of these issues is heavily centralized around the party leader and two faction leaders. Vlaams Belang creates visibility by strategically spreading its political messages through social media advertising, online political content, pseudo-journalistic platforms, and garnering attention from both legacy news outlets and right-leaning alternative media.</p>

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The role of paid, earned and owned media in political communication: the case of the Flemish populist radical right party Vlaams Belang

  • 期刊论文

  • 发表日期：

    2025年12月6日

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  • Priscilla Hau,
  • Willem Buyens,
  • Steve Paulussen,
  • Pieter Maeseele

摘要

While traditional news remains crucial, political parties now have access to myriad platforms. Some of those platforms offer parties greater control over their messages and narratives than legacy news media, creating new opportunities. This shift has benefited radical-right parties, whose rise is partly linked to their adept use of digital and social media platforms. To study the hybrid political communication of populist radical-right parties (PRRPs), this paper uses the PEO-model to analyze their communication on paid, earned, and owned media channels. As a case study, this paper focuses on Vlaams Belang, a PRRP in Belgium. Previous research on digital political communication strategies studied ideological entrepreneurs and political propaganda on social media, but limited research explores how various owned social and digital media platforms, along with paid social media advertisements, complement earned news media coverage. Based on a quantitative content analysis of over 3400 media items from February 14 to May 14, 2023, this study finds that Vlaams Belang strategically communicates on their core issues while also addressing traditionally less-associated issues through their owned and paid media channels. The communication of these issues is heavily centralized around the party leader and two faction leaders. Vlaams Belang creates visibility by strategically spreading its political messages through social media advertising, online political content, pseudo-journalistic platforms, and garnering attention from both legacy news outlets and right-leaning alternative media.