Abstract

The subject of this paper is the increasing success of the FPÖ, the Austrian Freedom Party commonly classified as a right-wing populist party. Analyzing the possible causes of this incremental success, I especially focus on the party’s communication strategy. My thesis is that the discursive strategy of the FPÖ revolves around the unwarranted identification of persons and practices depicted as a benevolent and salvific “we” artificially set against a malevolent and dangerous “they”. This identification is unwarranted because it lacks any modulation of level and logical articulation. Once thus constructed, the discursive strategy of the FPÖ includes, on one hand, the irremediable conflict of “we” and “they” and, on the other, the equalisation of “they”, so as to construct networks of guilty complicity among all subjects extraneous to the “we” represented through the leader’s will.