48. The UX of populism & how the far-right wins online - GUEST: Tom Greenwood
In the 48th episode of This Time Tomorrow, Omri and Daniela sit down with Tom Greenwood, Strategy Lead at Logiq Media, to discuss why far-right messaging often outperforms pro-democracy campaigns in digital spaces. Tom argues that far-right content succeeds by tapping into emotional drivers like status, belonging, and fear, and by finding voters where they are, whether that’s in beauty, cooking or MMA fighting. Meanwhile, pro-democracy groups often fail to adapt the kinds of marketing techniques used by the far-right and populists, and instead end up preaching to their own echo chambers…
The skinny
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