Populist Communication in Portugal’s Party Media: Evidence from CHEGA TV and Folha Nacional

This article investigates the discursive construction of populism in the Portuguese digital public sphere, focusing on the communicative strategies of two party media outlets linked to the populist radical right party CHEGA: Folha Nacional and CHEGA TV. Drawing on Entman’s model of framing functions and the literature on populist communication and digital propaganda, the study examines how these outlets articulate simplified, moralized and emotionally charged narratives to mobilize public opinion and legitimize the party’s political agenda. The empirical corpus consists of 4915 video titles and descriptions published between 2024 and 2025 (CHEGA TV, n = 2476; Folha Nacional, n = 2439). Each unit was coded according to five macro-frames characteristic of populist discourse: (1) appeal to the people and antagonism, (2) messianism, (3) moral restitution, (4) anti-system and anti-elite rhetoric, and (5) exclusion of the other. The research combines qualitative frame analysis with quantitative frequency and co-occurrence analysis, enabling the identification of dominant discursive patterns and their temporal evolution. The study contributes by offering a systematic analysis of populist framing in Chega’s party media, an under-explored field, and by proposing a replicable methodological approach to examine the hybridization of propaganda, emotionality and digital political communication in Europe.