Three clusters of themes that overlap in different ways emerged in the systematic analysis of the datasets. These are discussed and illustrated in this section.
Media features, convergence and participation spaces
The specific features of Facebook enable different types of affordances in terms of the type of discourse and participation that is possible. Four issues related to these features contribute to the first theme that has emerged.
Common Facebook features
Facebook verifies pages belonging to well-known institutions/organizations or individuals. Facebook page “owners” can present a cover photograph and a profile picture on their “main” page. Credentials of the person or the institution/organization that “owns” the pages are available here (unless the owner does not add such information or decides to keep this information closed for non-“friends”). These include contact details and the “about” section on the homepage presents biographical data about the individual or institution/organization. Most institutions/organizations also have a “sign up” option here. Three of the four political parties—Congress, Moderaterna and Socialdemokraterna—offer netizens the “sign up” feature on their homepages (Fig. 1). The Congress and Socialdemokraterna have an “apply for membership” link on their pages, while the BJP and Moderaterna don’t. Facebook pages also allow internet users to post links on a political parties’ official website. Homepages in the datasets included hyperlinks to photographs, videos (including live-videos) and other messages posted by the party.
Convergence and re-cycling
Many messages or items that are uploaded on the political parties’ pages have been picked up from elsewhere. For example, short TV-footage from other media channels by political parties on Facebook (Fig. 2). This constitutes an instance of convergence or re-cycling in mediascapes. Such convergence allows political parties to actively publicize a political leader’s TV appearance or other messages across different media. This can also be seen in the use of hashtags, which was originally invented for the microblogging website Twitter in 2007 and which entered the realm of Facebook in 2013.Footnote 6 Online users create hashtags to discuss specific events and relevant issues (Figs. 2, 3). In comparison to the Sw-dataset, the In-dataset displays generous usage of hashtags (see “Languaging features in social media” section).
Figure 2 displays a screengrab of a video (BJP page) where the In Finance Minister Mr. Arun Jaitley is speaking to a TV-channel regarding structural reforms like GST (Goods and Services Tax; implemented in July 2017) and the structural overhaul of the entire monetary system called “demonetization” (implemented in November 2016Footnote 7). A second screengrab in Fig. 2 (Congress page) illustrates the use of footage from TV-media as well as a hashtag highlighting the RSS’s (the parent organization of BJP) alleged anti-woman mindset.
Participants and participation patterns
While Sw political leaders’ posts on their individual Facebook pages were at times re-cycled on their party pages (Fig. 3), this was never the case in the In-dataset. Additionally, there were no instances of any politicians directly interacting with the netizens in the commentary sections of the posts. This is interesting given that two politicians who appear frequently in the In-dataset—the prime-minister Mr. Narendra Modi and the BJP party head Mr. Amit Shah—are active users of Facebook (and other mediascapes).
Figure 3 displays two posts—that of the Sw foreign minister Ms. Margot Wallström and prime-minister Mr. Stefan Löfven from their individual Facebook pages—that are picked up and presented in the official pages of their party, the Socialdemokraterna. In both cases the message has a clear relevance to prominent events in society: the first is Wallström’s participation in the #metoo movement that strongly impacted institutions/organizations and public arenas, and the second is Sweden’s qualifying for the 2018 football World Cup, after they beat strong favorites Italy. Both these re-cycled posts also display hashtags—something that is not common in the Sw-dataset: #metoo and #viärsverige (we are Sweden). In addition to the participation of political leaders in discourses in mediaspaces, Fig. 3 highlights an important theme related to identity-positions (see “Identity-positionings in political social media” section) i.e. discourse where politicians and parties display an allegiance with the citizens and their concerns. This is one way in which new media constitutes an affinity space where assemblages are formed.
Party representatives from Socialdemokraterna also regularly comment on their party Facebook page (Fig. 4), responding to comments by netizens in the comments section. They often address the person who has put up a post with a “Hi” and sign off using their first names. The party specifically urges participation on their webpages in a civilized manner and asks comments to be issue-specific with a good tone.
Netizens participation on party Facebook pages in terms of uploaded comments and reactions (emoticons/emojis, shares) opens up the political dialoguing arena for (potentially) everyone. A number of themes emerge in the analysis of this type of engagement. While the Sw-dataset consists of posts and comments that are only presented in Swedish (including digital languaging; see Moderaterna and Socialdemokraterna screengrabs and “Languaging features in social media” section), the In-dataset displays the use of at least three language-varieties (English, Hindi, Gujarati) and two scripts (Latin, Devanagari), including digital languaging (Fig. 5; see BJP and Congress screengrabs and “Languaging features in social media” section). Access to the comments is dependent on participants (or any reader’s) knowledge of these scripts and the ways in which they are “chained” in languaging (see “Languaging features in social media” section).
The long Hindi comment in Fig. 5 in the Devanagari script criticizes the opposition parties and detractors in In for criticizing the prime-minister. The next two screengrabs in Fig. 5 illustrate the use of both English and Hindi in the Latin script. While the regular font illustrates English, italized text marks Hindi/Gujarati in our translations. However, one can ask whether the English marked text, primarily nouns like Congress, Dalit community, Islam, Buddhist, Hindu religion, or Mayawati (a politician’s name) belongs only to English or to both the language-varieties in use here. The term “party” is similarly fuzzy in that it can be understood as both Hindi and English. Similarly, issues can be raised for proper-nouns like Modi, Kejriwal, Sonia, Yuvraj (a moniker for Mr. Rahul Gandhi), Mamata and Lalu (names of senior politicians in different parties), and names of two countries—America and Pakistan; the salient issue here is that it cannot be taken for granted that these terms are part of only one or the other language-variety. The commentators’ use of the Latin script, albeit in small case letters, to present the name of a well-known university is interesting here: “jnu” (Jawaharlal Nehru University). This represents digital languaging (see “Languaging features in social media” section).
A commentator uses the word “Jumla”, a negative term that points to the sorry state of affairs in the country. While this lexical item is not new in Hindi, its present connotation with respect to the government makes it a neologism in In political discourse. Furthermore, composite words that build upon English and Hindi morphology and syntax are used by the authors, pointing to Web 2.0 participants knowledge of such usage. We see two examples of such languaging in Fig. 5: “feku” (originating from the Hindi term “phekna”, to throw) and “pappu” (a dumb person)—terms used here to describe the In prime-minister and the Congress party chief. The last screengrab in Fig. 5 illustrates another feature common in digital languaging (see also “Languaging features in social media” section): the use of the short form “u” for you, small-case letters for politicians’ names (sushma swaraj).
Netizen comments are very diverse across the six-week period that the datasets cover. Many of these are related to issues of identity-positions (Fig. 6; see “Identity-positionings in political social media” section). Participants in the In-dataset often focused on corruption and related terminology “corrupted”, “corrupt”, “scam”, “brashtachar” (Hindi: corruption). This focus on corruption as a socio-economic problem stood out from the rest of the themes in the In-dataset. A number of these comments relate to the demonetization drive that was initiated by the BJP government in November 2016. Another striking theme that emerges in the In-dataset commentary is what can be called “leader-debasing” or “hero-worshipping”, including nationalism (see “Identity-positionings in political social media” section). Referring to the leader of the Congress party, Mr. Rahul Gandhi (son of the former leader Ms. Sonia Gandhi and son and grandson of the late prime-ministers Mr. Rajiv Gandhi and Mrs. Indira Gandhi respectively), the comment is negatively framed and ridicules the political leaders’ actions (regarding visiting religious places). The final participant comment presented in Fig. 6 not only marks the leaders name by adding the respectful “ji” (modiji), but hails the prime-minister as a great leader. Here the commentator signs off with a patriotic “jaihind” (Hindi: hail India; a salutation to the nation-state).
Comments to the party posts in the Sw-dataset are often either negative comments directed towards the opposition or direct questions aimed at specific posts (Moderaterna, 15/11) or a positive post (Moderaterna, 13/11); these often elicit a response by a party representative (Fig. 4) or other like-minded netizens. The first participant comment on the Socialdemokraterna posts are often by a party representative who invariably recommends participants to keep their comments focused, requests for good etiquette and presents further links, photographs to support the main post (6/11; Fig. 4).
A mis-match between the party posts and comments that participants write below them are common. Figure 7 illustrates this issue: while the caption clearly criticizes the Gujarat state-government for ignoring the health of children in the state, the comment below it is concerned with issues in another state (Himachal Pradesh) in northern-India. The participant, using abusive language, chides the Congress. The explicit message presented by Socialdemokraterna party representatives (Fig. 4) asking citizens to only write comments relevant to the post and present other issues in other sites also illustrates this issue of mismatch. This highlights a possible loss of opportunities for dialoguing between citizens and politicians.
Captions and slogans
Some type of a caption or slogan accompanies every Facebook post in the dataset. Some of these are simple; for instance, use of rhetorics or puns are limited in BJP captions. In contrast, Congress pages regularly incorporate wordplay, rhetorics and puns: targeting prime-minister Mr. Narendra Modi for allegedly favoring corporate houses, Fig. 8 uses humor to criticize the governments’ policies. The last three words in the caption, “Trust PM Modi to teach you a lesson on how to give gifts for lifts” rhyme and taunt the prime-minister, whose caricature holds a helicopter in one hand and a banner, in the other, that reads “I love freebies”. The hashtag “#JanKiBaat” (Hindi: People’s thoughts) furthermore, plays with the prime-minister’s popular monthly show on All India Radio, titled “Man Ki Baat” (Hindi: Private thoughts).
While Moderaterna and Socialdemokraterna posts implicitly call attention to one another’s lack of achievement during their governance, they uncommonly target one another’s leaders in such a manner. Posts of the Socialdemokraterna were simpler as compared to posts by Moderaterna. Recycling of captions and slogans with other messages in the posts is a common feature in the dataset (Fig. 9).
Many posts or infographics/pictures sections that are re-cycled display elements of slogans. Slogans constitute a common feature of the Swedish party posts. Slogans calling on citizens to join as members are common in the Sw-party posts: “Bli medlem du också” (Swedish: Become a member you too). Figure 10a presents two common types of pictures used with slogans. In the first, three slogans are presented together with a faceless embodiment where two hands can be seen (the younger hand is caringly placed above an elderly hand holding a walking stick):
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i.
“Höjt barnbidrag och sänkt skatt för pensionärer” (Swedish: Increased child allowance and reduced taxes for retired people) is centered;
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ii.
“SVENSKA MODELLEN SKA UTVECKLAS INTE AVVECKLAS” (Swedish: The Swedish model will be developed, not undone) in the left lower corner; and
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iii.
“REFORMER FÖR ETT TRYGGARE SVERIGE. Bli medlem du också” (Swedish: Reforms for a safer Sweden. Become a member you too) on a round button in the right lower corner.
In addition to the messages and pictures, color schemes reinforce political party identity-positions. The messages associated with Socialdemokraterna in Fig. 10a are in red while the color associated with Moderaterna (blue) is used to present the negative message here. Figure 10b from the Moderaterna pages are similarly presented in tones of blue, the party color. The BJP and Congress posts are also color-coded with saffron and a white lotus, including a green vertical ribbon on the left (BJP) and the orange-white-green horizontal bars (representing the In national flag) with a white upright hand (Congress).
The second type of picture associated with slogans, presents a leading politician or an unknown individual (Fig. 10a). Two women, one staring at the viewer and one whose head is covered in a shawl (and is almost not visible) are presented with texts regarding equality of pay in the workforce. Unequal pay for men and women on the one hand, and for foreign investors on the other, are targeted in the slogans here. In Fig. 10b, a woman worker is presented as a backdrop to the information regarding the need to get people off state-support and back into the labor-market. An important feature of infographics where slogans are presented is the re-cycling of messages. This re-cycling appears in all four examples presented in Fig. 10a, b, reinforcing political messages and ideologies.
Identity-positionings in political social media
Many aspects that are relevant to the theme of identity-positions have already been touched upon in “Media features, convergence and participation spaces” section. The second theme (of three) that emerge in our analysis relates to identity-positions more specifically. Three issues contribute to this theme that in itself overlaps with the other two themes that have emerged in the analysis. Aligning to scholarship that goes beyond traditional understandings that regard identity as “a stable structure located primarily in the individual psyche or in fixed social categories” (Bucholtz and Hall 2005: 586), our point of departure is that identity relates to dimensions of a person, group or a phenomenon that is stable in some sense over time (Bagga-Gupta et al. 2017; Gleason 1983; Wetherell 2010; Wetherell and Mohanty 2010). Allegiance with the nation-state (or states in the In sub-continent), religions, party ideologies, or other communally constituted fractions, or key politicians are relevant dimensions of identity-positionings in the discourse that plays out on mediascapes.
Religion and secularism
Citizens in both In and Sw have the right to freedom of religion. While the In-constitution explicitly frames the nation-state as a secular country, Sw is officially a kingdom whose constitution builds upon a parliamentary democracy. While the state and the church in Sw went separate ways in 2000, Christianity remains a part of the public realm in that—in comparison—expressions of other religions that are practiced by the citizenship are marginal in official or medial discourses. While an amendment to the In-constitution incorporated the word “secular” over four decades ago (in 1976), interpretation of secularism in In has been a matter of debate. However, what is relevant for the present analysis is that all religions are part of the public realm and four world religions acknowledge the geopolitical spaces of In as their birth site.
Hindu festivals dominated the data generation months of October–November, and the In-dataset shows that both parties greeted citizens on different occasions (Fig. 11). For instance, both parties greet netizens on Diwali that is celebrated across the sub-continent. The imagery in these posts showcases lighted diyas (lamps), since Diwali is the “festival of lights”. The lexical item “Diwali” is presented in the Latin script with the horizontal line of the Devanagari script across the top. In addition, the In-dataset includes photographs of the two main leaders of BJP and Congress visiting temples (Fig. 12). Such actions by the politicians and the prominence they receive on social media platforms highlight efforts to align the party-political discourse towards different groups in society. In other words, an act of identity-politics, the greetings, the temple-visits and the presentation of such events, are important dimensions of political discourse. For instance, Mr. Rahul Gandhi’s visit to several temples in Gujarat in October 2017 coincided with his campaign in the state (for the December 2017 elections). These temple visits have been discussed in terms of a possible bid to woo Hindu voters to the Congress.Footnote 8
The saffron color associated with Hinduism is also the color of BJP’s party emblem. In addition to religious festivities, giving recognition to significant dates and anniversaries connected to a political party also creates identity-positionings for party leaders and the party itself. Figure 13 is a re-cycled post from the Sw prime-ministers page where he congratulates the youth wing of the Socialdemokraterna on their 100th anniversary. The post includes a YouTube video especially created to commemorate the occasion for the party congress in 2017. This highlights the convergence (see “Media features, convergence and participation spaces” section) and re-enforcement of the party’s history, ideologies and identity-positionings.
Patriotism and nationalism
Patriotism and allegiance expressed towards the nation-state, regional-states or communal groupings, and their symbols and important dates are prominent identity-markers in the datasets (see above). Figure 14 highlights identity-positions in terms of sub-nationalism related to the Gujarat state-elections (held in December 2017). Here both BJP and Congress use hashtags, videos and infographics that explicitly express such an allegiance. While the BJP’s post presents its core message in the Devanagari script, its hashtags are presented in English in the Latin script: #ProudToBeGujarati and #ProudToBeIndian. In contrast, while the Congress post presents its core message in English in the Latin script, its hashtags are presented in Hindi albeit in the Latin script: #GarvSeGujarati (Hindi: proud to be from the state of Gujarat) and #GarvSeCongressi (Hindi: proud to be member of Congress). While both parties highlight ethnic-linguistic pride vis-à-vis Gujarat as a significant dimension of their political agendas, the BJP highlights an In national identity while the Congress highlights membership in their party as a significant dimension of a voters’ identity. This can be understood in terms of the fact that the prime-minister and BJP leader are from this state, while the Congress party and its leader (who is presented in the photograph) need to make their identification to citizens in this state explicit.
Similar issues can be seen in Fig. 3 (“Media features, convergence and participation spaces” section) where the Socialdemokraterna party page shared prime-minister Stefan Löfven’s post. The national flag covering the entire post can be regarded as an unusual photograph given the concerted efforts by the government and Socialdemokraterna to distance themselves from nationalism. However, in the context of sports, expressing exhilaration at the nation-states qualification for the 2018 football World Cup legitimizes such a post. In contrast, the Congress party’s symbol, an upright-hand superimposed on the tricolors of the national flag, has a clear nationalistic connotation.
Cult of personality
The dataset shows that all four parties forefront their leaders (see “Media features, convergence and participation spaces” section). However, there appears to be a stronger personality-centric approach in the discourse of the In-dataset. This is visible through the uploaded photographs, hashtags, live-videos and videos. The prime-minister is omnipresent in the In-dataset (as can be gleamed from the figures presented so far; see also Rao 2017). While the first screengrab in Fig. 15 is text-centric and presents the headlines of different international print-media, his picture is part of the infographic. The title of the infographic is also the main message of the post: “World bodies stick to their endorsement of PM Modi’s reform measures”. In addition to the omnipresence of the prime-minister, this can be understood as an instance of “local-chaining” (see “Languaging features in social media” section) where reinforcement of key messages and a strong identification with the prime-minister is salient (even in data where his picture is not present).
While the BJP uses their leaders’ surname in their posts, the Congress uses their leaders’ first name (second screengrab, Fig. 15): the hashtag #NavsarjanwithRahul also highlights a personality-driven approach to electioneering in Gujarat. Navsarjan, a Gujarati lexical item presented in the Latin script, means revival or new beginnings. While the Sw-dataset also has examples of a personality-driven political discourse, either full names or no names of the politicians are presented. The third screengrab (Fig. 15) is a collage of three photographs where the prime-minister is showcased interacting with both citizens and the police-force during his much-publicized tour of the country (primarily in the marginalized suburbs of larger cities and rural areas). Identification with the citizenship and members of the security forces is an important theme that emerges in the Sw-dataset. This maps onto what is being perceived as heightened issues of national security threats and lawlessness together with the need for political parties to engage with the concerns of the common person. The last two screengrabs illustrate such concerns through the imagery of strong and committed political leaders. The repeated presence of the party leader of the Moderaterna in the Sw-dataset can also be understood by the fact that Mr. Ulf Kristersson replaced Ms. Anna Kinnberg Batra who resigned from her post at the end of September 2017.
Languaging features in social media
Issues of relevance to the final theme that has emerged in the analysis, i.e. language, have been both implicitly and explicitly touched upon in “Media features, convergence and participation spaces” and “Identity-positionings in political social media” sections. Three issues that contribute to this theme are presented here.
Content-chaining and local-chaining
As has been illustrated above, the very fabric of Web 2.0 mediascapes like Facebook opens up for both the re-cycling of content from other media-types wherein party-members posts (from their individual Facebook pages) or TV-broadcasts or newspaper texts, etc. are presented (see for instance, Figs. 2, 3, 7, 9, 12, 14). Such re-cycling of content constitutes “content-chaining” of digital media, including texts from across the spectrum of other virtual platforms (Twitter, Instagram, YouTube, etc.; Fig. 14) and media (TV, newspapers, blogs, etc.; Figs. 2, 3, 7, 9, 12, 14). Content-chaining is marked by the modality pluralism of languaging in digital spaces (see also Gynne and Bagga-Gupta 2015; Messina Dahlberg 2015). Content-chaining often has the goal of presenting a convergence of a specific message (this includes, but is not restricted to, party slogans; Figs. 10, 14); it also highlights some news or event (Fig. 2). Party symbols and colors are also important dimensions of content-chaining.
Another form of chaining that has been identified (see “Media features, convergence and participation spaces” and “Identity-positionings in political social media” sections) as a dimension of the nature of languaging in the political party mediascapes relates to the language-varieties/modalities and other semiotic resources in the datasets. As highlighted earlier, while the In-dataset display the deployment of at least three language-varieties (English, Hindi, Gujarati), including at least two scripts (Latin, Devanagri), the Sw-dataset displays the use of only one language-variety (Swedish) in the Latin script. Furthermore, in the In-dataset, words and phrases presented in Hindi or English are transliterated into the script that is conventionally deployed by the other language-variety (see Figs. 2, 5, 6, 7, 14). Such languaging blurs the boundaries between language-varieties. Figures 8, 9, 10, 11, 13, 14, 15, 16 highlight the chained use of oral (video), written (infographics, comments), pictorial, embodied communication, etc. Such “local-chaining”—irrespective of whether one or more language-varieties/modalities are in use—has been identified in the In- and Sw-datasets. Local-chaining represents a routine discursive-technological order where more than one language-variety/modality, resource and tools are used by the participants.
Subtitling and access
While subtitling is part of local-chaining, it merits special attention given that non-subtitled videos from other media (TV, YouTube) are subtitled prior to presentation in the political party posts. The volume of uploaded videos, recycled-videos and live-videos in the datasets varies (Table 1). Quantitatively there are fewer live-videos in the Sw-dataset as compared to the In-dataset. One political party in each of the two nation-states—BJP and Moderaterna—have quantitatively more live-videos than their counterparts (Table 1). While all the uploaded and recycled-videos (for instance, from TV-news channels) in the Sw-dataset are subtitled in Swedish (Fig. 16), none of the In ones are subtitled. The Sw-dataset is interlingually subtitled. Figure 16 illustrates a screengrab of a video-clip that presents key statements made by the prime-minister during a leading TV-channels party-leader debate where issues of sexual harassment and discrimination were discussed. This theme became a key topic across the media following the #metoo movement in Sw.
Here is it interesting to note that the Sw TV-news broadcasts are not automatically interlingually subtitled during their live-broadcasts (all non-Swedish oral language is, however, intralingually subtitled). This means that both the political parties get these videos interlingually subtitled before they are uploaded on their pages. In contrast, none of the live-streamed videos in the datasets are subtitled. Subtitling in Swedish makes oral Swedish language available for participants who, for different reasons, cannot access spoken Swedish language. This suggests that issues of accessibility are attended to in the Sw political parties mediaspaces. However, it can be argued that the monolingual nature of the languaging in the Sw-dataset curtails issues of access for citizens who use language-varieties other than Swedish. In contrast, the Hindi–English (and Gujarati) languaging in the oral and written modalities in the In-dataset, it can be argued, is more inclusive for citizens.
Digital languaging
As the analysis in “Media features, convergence and participation spaces” and “Identity-positionings in political social media” sections has richly illustrated, digital conventions are an important dimension of the languaging in current political discourse (Figs. 2, 3, 5, 6, 7, 13, 14). A unique feature of digital languaging is the use of emojis and emoticons to convey sentiments. These have become popular among netizens across the globe and its usage is more popular in the In-dataset as compared to the Sw-dataset. This means that in addition to experiences with different conventional language-varieties and an internet connection, participants need to know how to make sense of digital language conventions in order to be able to participate in social practices where symbols like “#” or webpage addresses constitute dimensions of the languaging.
Hashtags can (potentially) draw attention to a message in a minimalistic manner. TV broadcasts in In are noted for using hashtags to either criticize or praise a person or an issue. Some hashtags in our datasets clearly reveal a specific point of view/ideology that a post attempts to promote. However, an understanding of events across time in the national contexts (for both netizens and us, the analysts) are a pre-requisite for meaning-making of the content of digital languaging. This means that while the political party pages are (potentially) accessible to anyone anywhere, such access is contingent upon familiarity with language-varieties/modalities deployed on the page, contextual knowledge as well as conventions of digital languaging. For instance, the hashtag #vadfanfårjag (Swedish: what the hell do I get) itself refers to the Socialdemokraterna message (6/11) that everyone needs to contribute with taxes in order to get access to free education, health-care and other services. The Congress hashtag #JavabDegaHimachal (Hindi: the state of Himachal Pradesh will respond) in the infographic, accompanying a video (7/10), points to the upcoming state elections (9/11). The Congress ruled the state and the hashtag points to a response by the citizens that could bring them back to power in the state. A BJP hashtag that accompanied a video (6/11), #ModiDhumal4Vikas (Hindi/English/digital: Modi and Dhumal for Development) brings to the forefront another dimension of digital languaging in global-South settings like In: while the term “vikas” can be attributed to the language-variety Hindi, it is also part of Asian Englishes. Furthermore, being proper nouns, the two politicians’ names—prime-minister Mr. Narendra Modi and Mr. P.K. Dhumal—cannot be said to belong to only Hindi, English or for that matter Swedish. Furthermore, the number “4”, is part of standard digital languaging and denotes “for” (and also “four”).
The idea that one language is bounded and completely distinct from other language-varieties, builds upon political ideology. As highlighted in the “Introduction” section, recent global-North scholarship explicitly problematizes such monolingual and monocentric biases (Gramling 2016). However, these discussions tend to occur among European (American and Australian) scholarly networks, that do not include the rest of the world. These global-North discussions have proposed neologisms that are in themselves problematic, not least since key points of departure related to their emergence include recent waves of migration, including digitalization in global-North spaces themselves (Bagga-Gupta 2017a, b, 2018; Bagga-Gupta and Dahlberg 2018). A comparative viewing of digital datasets of political parties from across GSN settings therefore is significant, and potentially allows for critically understanding how language plays out in public mediascapes.