POLITICAL DISCOURSE IN POST-DIGITAL SOCIETIES

ABSTRACT In his contribution to the Special Issue “Digital and semiotic mechanisms of contemporary populisms”, Jan Blommaert offers a communicability model which accounts for political discourse (and others) in the post-digital era we live. He starts by arguing that the idea of the public (a homogeneous entity) that was very popular in the 20th century sociological imagination of how propaganda worked in “manufacturing consent” can no longer be used to explain the fragmented audiences of our post-digital era. The author illuminates his argument by resorting to the circulation of political tweets/retweets as texts in our algorithmic-oriented world. Such a circulation aims at niched audiences. In the last section, the author argues that discourse analysts need to operate from this communicability model if they are to understand the cruciality of political discourse in our contemporary social lives.