On the basis of a review of the literature on populism and a definition of populism in general, the concept of media populism is developed. The structural position of media organizations is analyzed regarding the opportunities and constraints when using a populist rhetoric and populist political claims. Two exemplary cases of media populism (typical elements can be found in the tabloid press and in talk radio), and its prevalence in popular culture and on the Internet are discussed. Theses on the effects of media populism are developed, based on cognitive schemata and the dynamics of climates of opinion (or perceived orthodoxies).
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