Publish your own text on the biggest news website. The People’s Voice is for people who are passionate about a cause – and want to say their piece.
All quotes originally in Danish have been translated by the authors.
This quote was placed on the front page of The People’s Voice [Folkets Røst], an online platform operated by the Danish tabloid newspaper
Critical research has shown how racism is increasingly present and even amplified in digital media environments (Daniels, 2013; Matamoros-Fernández, 2017). The ideal of enabling as much freedom of expression as possible has led to a plethora of new outlets, giving rise to new forms of deception that blur traditional boundaries between journalism and opinion (Tandoc et al., 2018). While studies of fake news, junk news, and hyperpartisan media discuss the changing role of gatekeepers, from journalists to social media platforms (Bro & Wallberg, 2014; Heft et al., 2019; Tandoc et al., 2018), studies of digital racism focus on tactics of oppression within changing media environments (Daniels, 2013; Matamoros-Fernández, 2017; Farkas et al., 2018). The present article combines these lines of research, analysing the discursive tactics of nativist far-right actors at the juncture of digital journalistic formats and covert racism. We explore how The People’s Voice was tactically appropriated to legitimise racist discourse supported by the infrastructure of a tabloid newspaper. In the following, we introduce the conceptual foundations of the case study, drawing on scholarship about the blurring boundaries of online journalism and digital racism. We then outline the study’s qualitative approach drawing on discourse theory, followed by the analysis of letters published on The People’s Voice, which is structured along the technological context, sources, and stories.
In today’s hybrid media systems (Chadwick, 2013), the boundaries between journalism and user-generated content, old and new media, media institutions and social media, and credible and dubious information, have become increasingly fluid (Tandoc et al., 2018). Multiple actors participate in the production and dissemination of both professional journalistic work and user-generated content presented in similar packaging. As noted by Carlson, “struggles over journalism are often struggles over boundaries” (2015: 2). While journalistic boundaries have never been entirely static, the digital era introduces new struggles over what counts as news (Carlson & Lewis, 2015). Recent studies indicate that online users have difficulties assessing information credibility and sources (Garrett et al., 2019; Nygren & Guath, 2019). In part, this is due to social media’s visual design, making different types of content “often visually indistinguishable” (Vaidhyanathan, 2018: 5).
The rise of digital platforms challenges journalistic authority on several levels, as these spaces “alter the availability of news, its economic structures, and the relationship between journalists and their audience” (Carlson, 2017: 2). Newspapers increasingly rely on online user engagement as measures of proliferation (Richardson & Stanyer, 2011). While journalists still act as gatekepepers of newsworthiness, the premises on which decisions are made have, to some extent, changed (Wahl-Jorgensen et al., 2016). As Lee and Chyi (2014) argue, online newsworthiness is defined by a greater variety of factors than in print media. This gives rise to new hybrid modalities of gatekeeping and news (Eg & Krumsvik, 2019).
One important aspect of online news proliferation is the “clickability” of headlines, or their ability to attract attention and cause users to distribute it further by clicking, liking, commenting, and sharing (Karlsson & Clerwall, 2013; Kuiken et al., 2017). Clickbait articles are often simplified, speculative, negative, and provocative (Blom & Hansen, 2015), using questions and surprising statistics to attract attention (Kuiken et al., 2017). In a broader context, scholars argue that this amplifies existing “erosion of the fact/commentary distinction” (McNair, 2017: 1327). Fake news, junk news, and hyperpartisan media often rely on clickbait headlines to attract attention (Bradshaw et al., 2019). While such content can spread in social media and outside the reach of established media institutions (Bradshaw et al., 2019; Heft et al., 2019; Howard et al., 2017), professional news media can amplify and legitimise harmful digital content by increasing its visibility and reach (Phillips, 2018).
The loss of accuracy in favour of clickability in digital media has been identified as a key factor in the rise of what has been defined as fake news, junk news, and hyperpartisan media (Carlson, 2017). It should be noted that the notion of “fake news” has increasingly come to function as a rhetorical weapon in political debates (Farkas & Schou, 2018).
In this context, Matamoros-Fernández (2017: 930) introduces the notion of “platformed racism” to encompass the amplification of racist discourses on digital platforms at the intersection of user practices, algorithms, interfaces, policies, and business models. Digital media platforms are in many respects ambiguous spaces of expression, blurring the boundaries between what is considered inappropriate, fake, trolling, and normal (Phillips, 2018; Phillips & Milner, 2017). Krzyżanowski and Ledin (2017: 567) present the notion of “borderline discourse” to encompass the ways in which racist ideas can become legitimised online by being packaged as civil and acceptable. This packaging occurs through the tactical appropriation of institutional authority, for example by exploiting existing platforms or mimicking established formats, such as journalistic genres. Borderline discourse can proliferate both on fringe websites and established platforms hosted by credible institutions, where uncivil ideas are promoted under the guise of civility. Here, racist actors take a “self-proclaimed role as interlocutors of the accepted sites of debating political views” (Krzyżanowski & Ledin, 2017: 570). Borderline discourses normalise otherwise uncivil ideas and bring them from fringe positions into mainstream media and parliamentary politics. This is linked to populist rhetoric revolving around the discursive construction of “us” versus “them” and “the people” versus the “foreign Other”. As noted by Engesser and colleagues, “populist communication logic and online opportunities go hand in hand” (2017: 1284).
This research departed from this intersection of racism, deception, ambivalence, and online news. Following Giglietto and colleagues (2019), we approached the case study from a processual perspective, focusing equally on the studied
The Danish tabloid newspaper
The People’s Voice was a digital platform, operated by
Drawing on discourse theory, this qualitative case study analysed the most visible letters to the editor published on The People’s Voice. The research examined the construction and presentation of themes, narratives, and rhetorical strategies taking place within the blurring boundaries of news and opinion, and journalism and user-generated content facilitated by
While Developed by Filip Wallberg at the University of Southern Denmark.
To enable in-depth qualitative analysis focussing on discourses and rhetorical strategies, we narrowed our scope to the 50 most shared letters, which were collected through screen captures. Subsequently, we created an overview of the letters ranked from most shared to least shared on Facebook containing their headlines, authorship, and numbers of shares and interactions (see appendix The letters from The People’s Voice can be made available by the authors as PDFs upon request.
Following Yin (2009), we approached
Upon completion of the process, we used Google search to query for the title of each letter to the editor, searching for references to them and re-publications. We also performed queries on Facebook, searching for the letters shared through public accounts, particularly by political figures. For further information about The People’s Voice, we corresponded with
The 50 letters from The People’s Voice that received the most interactions on Facebook (likes, comments, shares) after a week of proliferation received 124,364 interactions. The 50 letters in our study, which excludes letters deleted by
Studies of interactions on Facebook news pages often differentiate levels of activity such as likes, shares, and comments (see e.g., Larsson, 2018). While likes are usually classified as low-level engagement, they mean something different if the entry represents otherwise unacceptable political perspectives (see Neumayer & Svensson, 2016). The interactions on Facebook with the analysed letters include the official Facebook page of the Danish People’s Party (the third largest political party at the time), the official page of Pia Kjærsgaard (former leader of the Danish People’s Party), and the official page of Martin Geertsen (member of parliament for The Liberal Party). They shared the letters leading up to the 2015 national elections in Denmark where immigration and the so-called refugee crisis were heavily disputed and politised issues. By being shared by prominent political actors and becoming part of mainstream political campaigns, the letters played a significant role in transgressing the boundaries between acceptable and uncivil discourse, as our analysis revealed.
The infrastructure provided by The People’s Voice made it possible to mimic news published by
While the technical infrastructure made it possible to mimic news articles,
The resemblance between the news articles on
The combination of visual layout of The People’s Voice’s,
Within the technical infrastructure of The People’s Voice, various aspects gave letters legitimacy and the appearance of news articles published by
TPV letters to the editor most frequently shared on Facebook
Research: Islam is the world’s most violent religion | 23,369 | Sennels, 2015 [1] |
Alarming paragraph: Islam might be illegal according to Danish law | 14,736 | Sennels, 2015 [2] |
Vandalism against asylum centre led to 18 months in prison – Immigrant assault led to 2 months | 8,104 | Frederiksen, 2015 [3] |
Asylum director: The government has made Denmark more attractive to asylum seekers | 7,536 | Mogensen, 2015 [4] |
Four more years with Thorning [Danish prime minister] will likely result in 128,000 additional Muslim immigrants | 4,239 | Mogensen, 2015 [5] |
The most visible letters on The People’s Voice could be traced back to only a few authors. Just twelve authors were responsible for the 50 most shared letters to the editor in our sample. The most active user wrote 22 letters, accounting for 72,754 shares on Facebook (59% in our sample). This user account belongs to Nicolai Sennels, former leader of PEGIDA Denmark, the Danish branch of the German movement PEGIDA: Patriotic Europeans Against the Islamisation of the West [Patriotische Europäer gegen die Islamisierung des Abendlandes]. Sennels is also a frequent contributor to hyperpartisan online news platforms in Denmark, such as 24Nyt and NewSpeek, which have been characterised as “junk news” outlets (Arnfred & Kjeldtoft, 2019). This indicates a tactical use of The People’s Voice to legitimise partisan agendas. Among the twelve authors of the 50 letters is also Daniel Carlsen, the former leader of the ethno-pluralist Party of the Danes [Danskernes Parti] and leading member of Denmark’s National Socialist Movement [Danmarks Nationalsocialistiske Bevægelse]. These prominent nativist, nationalist-conservative activists voiced white nationalist agendas on The People’s Voice, mastering a hybrid genre of news and opinion.
Of the 50 letters to the editor in our sample, 48 contained images and 41 contained hyperlinked references. Authors used a total of 217 hyperlinks, indicating a writing style mimicking journalistic referencing of sources. The most referenced sources in the letters were, respectively, Wikipedia, a Danish blog named Cultural Radicalism Destroys Denmark [Kulturradikalisme Smadrer Danmark], two established Danish news outlets (
Five most referenced sources (left), five most referenced types of sources (right)
Wikipedia | 20 | Danish news articles | 69 |
Cultural Radicalism Destroys Denmark(CRDD, Danish anti-Islamic/nationalist-conservative blog) | 15 | Danish anti-Islamic/Danish anti-Islamic/nationalist-conservative blogs or websites | 33 |
Jyllands-Posten (Danish newspaper) | 14 | Foreign news articles | 23 |
Politiken (Danish newspaper) | 11 | Encyclopaedias | 20 |
The People’s Voice (Letters to the editor) | 10 | Foreign anti-Islamic/nationalist-conservative blogs or websites | 12 |
In a letter on The People’s Voice entitled “Research: Islam is the world’s most violent religion”, which was shared 23,369 times on Facebook, author Nicolai Sennels wrote in third person; used subheadings and a thematic (and stereotypical) image of a dark-skinned, bearded man shouting; referred to results from research, statistics, and surveys; and linked to external sources. The five hyperlinks in the letter directed the reader to one German and two Danish news outlets; a Danish book publisher; and an international anti-Muslim website (
Across the letters, experts were often quoted in decontextualised ways to convey a political message. For example, Interpol director Robert Noble was quoted as saying “Close the borders or you will be attacked” (Sennels, 2016 [30]). A hyperlink led to a 2011 article from
Despite the incorrect quote of the programme manager from the Bulgarian Red Cross, two members of Danish parliament – Martin Geertsen from the Liberal Party [Venstre] and Pia Kjærsgaard from Danish People’s Party [Dansk Folkeparti] – shared this letter from The People’s Voice on their public Facebook accounts (see Figure 3). Both politicians (whose parties were in opposition at the time) referenced the letter and explicitly blamed the government for an increase in immigrants. Kjærsgaard added to her post: “Yeah, not exactly news that Thorning [Prime Minister] and De Radikale [party of government] have made Denmark more attractive” (Kjærsgaard, 2015). Members of parliament thus shared these as news articles written by journalists, thereby furthering the normalising of racist discourses in the guise of legitimate news.
While the sources cited are not entirely fake, they are at the borderline of true and false and rendered credible by their perception as legitimate and reliable. In another letter entitled “Professor: Muslims have killed 270 million people since Mohammad”, the author referenced Bill Warner as an academic expert in support of the “fact” that “Muslims have killed a total of 270 million non-Muslims” (Sennels, 2016 [14]). While Warner is indeed a former professor, he is in the field of physics (rather than political science, history, or religion) and known for his controversial and one-sided critique of Islam (Smietana, 2010). Similarly, a “German newspaper” was referenced to present as a fact the conspiracy theory that Merkel was strategically using refugees to weaken European nation states (Frederiksen, 2015 [18]). The German magazine in question has repeatedly been criticised for sensationalist headlines and articles propagating anti-EU and anti-immigrant conspiracy theories as well as for allowing authors to write for the magazine with complete anonymity, thereby challenging principles of press ethics (Boeselager, 2015). While the newspaper indeed exists, its credibility is questionable. Through these links, The People’s Voice created openings between fringe media, blogs, and websites of nativist and nationalist political actors, creating further legitimacy and acceptability of otherwise uncivil sources.
The story of the Muslim Other on The People’s Voice built upon stereotypes pertinent across Europe, yet through the legitimate presentation of these stories as “borderline discourses” (Krzyżanowski & Ledin 2017), they were amplified, normalised, and stabilised. We found key logics of difference and equivalence (see Dahlberg & Phelan, 2011: 19) feeding into stories across the letters. Overall, the 50 letters to the editor in our sample addressed the following issues: Muslims and Islam (n=24), immigration (n=19), terrorism (n=13), the European Union (n=10), crime (n=8, not including terrorism), state benefits (n=3), cannabis legalisation (n=3), and state privatisation (n=1). Letters involving negative representations of immigrants and Muslims were shared most frequently, comprising 88 per cent of shares on Facebook in our sample (109,361 shares). The headlines of these letters contained clear characteristics of clickbait news (Blom & Hansen, 2015; Kuiken et al., 2017), including sensationalist terms such as “shock” and “destroy” as well as attention-grabbing sentences such as “See the numbers” and “Denmark is dissolving”.
Across the letters, the subject position of Muslim, immigrant, migrant, and refugee (often directly overlapping) were discursively positioned as dichotomous adversaries of the Dane. Muslims and immigrants were continuously coupled through logics of equivalence to violence, crime, terrorism, hypersexuality, deceitfulness, chaos, and conspiracy, while Danes became “cattle for terrorists” (Sennels, 2016 [19]) who disguise themselves as refugees and come “pouring across the borders” (Sennels, 2015 [24]). According to the letters, “research” and “statistics” show that Muslims systematically destroy Denmark while remaining invisible to the weak Danish political elites (Sennels, 2016 [20]). If politicians remain unwilling to make harsh and targeted anti-immigration and anti-Islam policies, Denmark will ultimately cease to exist:
And at that point, Denmark will surely be called Denmarkistan… and somewhere in Denmarkistan will be a statue of Lars Løkke [Prime Minister, Liberal Party], Søren Pind [Minister of Justice, Liberal Party] and Inger Støjberg [Minister of Immigration and Integration, Liberal Party] in passionate embrace, and in elaborate Arabic writing, it will say: “Here are those who destroyed Denmark”.
Danish politicians from both centre-left and centre-right parties were presented as wilfully enabling a Muslim conspiracy, concealing the horrific truth about Muslims and immigrants. Their subject position was that of the traitor conspiring with the invading enemy. While the Danish Social Democrats claim that crime is declining, they supposedly conceal the truth that each day “more foreign criminals come to Denmark” (Mogensen, 2015 [37]). The politicians’ treachery is, according to several letters, caused by their loyalty toward the corrupt European Union, which is controlled by greedy elites that are hostile to the subject position of the Danes, represented as “the people”. German Chancellor Angela Merkel plays a key role in this conspiracy narrative as she allegedly seeks to spark a series of major national crises through immigration, which she plots to use as a vehicle for creating a “United States of Europe” (Frederiksen, 2015 [23]). This fact, the letters proclaimed, is supported by both statistics and credible sources. The plan is supported by multinational corporations and the United Nations, which conspire to “import cheap labour – even though it destroys our culture” (Sennels, 2015 [6]). This discourse of an enormous conspiracy of powerful political, economic, and cultural-left elites was combined with narratives of Islamisation.
Muslims were portrayed as hypersexual, violent, criminal, and deceitful by both nature and culture, making them dichotomous adversaries of (white, Christian) Europeans, who they will eventually replace. The notion that Muslims are conspiring to overthrow European countries has been labelled by researchers as the Eurabia conspiracy theory and it is prevalent on nativist, nationalist-conservative blogs and social media channels across Scandinavia (Ekman, 2015). The authors on The People’s Voice picked information and sources to construct a political narrative presenting Muslims as the enemy, for example by arguing that the Danish justice system privileges immigrants over “real Danes” (Frederiksen, 2015 [3]), building on the populist narrative of “us” versus “them” (Engesser et al., 2017).
Besides the use of questionable and cherry-picked sources and quotes, distorted statistics and figures were also used to create objectivity and legitimacy for the narratives. In a statistical projection of the number of immigrants in Denmark, an influx of “120,000 immigrants per year” was reportedly expected (Frederiksen, 2015 [9]). This projection was based on national statistics solely from two weeks of immigration in 2015, when Europe experienced a peak in incoming refugees. The statistical projection was based on official – yet extremely skewed – statistical data. Similarly, a prediction that Denmark would receive “128,000 extra Muslim immigrants if Helle Thorning-Schmidt remains prime minister” (Mogensen, 2015 [5]) was based on only one year of national statistics (2014). The causal relationship between the prime minister and Muslim immigrants was validated by a hyperlink to another letter on The People’s Voice, creating a circular referencing, where distorted facts on the platform supported other distorted facts.
While deception based on inaccurate, cherry-picked or decontextualised data has been a staple of xenophobic and racist discourses in the past (Daniels, 2013), the use of a digital platform from an established news source as well as hyperlinks to both established and fringe media, national statistics, and anti-Muslim nativists makes The People’s Voice a potent case of amplification of racist discourses, far-right populist rhetoric, and conspiracy theories. A majority of the references on The People’s Voice could not be dismissed as mere falsehoods, although authors misled readers by cherry-picking, decontextualising, simplifying, and overgeneralising information to support racist agendas, packaged as news articles from
This study shows how a small group of highly active users tactically appropriated
In this study, racist discourse moved between the letters to the editor and their sharing as news articles in legitimate public discourse, creating a hybrid news format built around “borderline discourse” (Krzyżanowski & Ledin, 2017: 567), legitimising racist antagonism via its presentation as legitimate news. This was enabled through The People’s Voice’s openness and lack of moderation coupled with the institutional authority of
There are limitations to this study in that it cannot asses the exact proliferation of the analysed letters among Danish Facebook users nor conclude how many users were potentially deceived. Despite these uncertainties, this research serves as an example of a tactically assembled manipulative format, challenging
Junk news and hyperpartisan media, manipulation, and deception predominantly derive from outside established media institutions, such as fringe partisan outlets (Arnfred & Kjeldtoft, 2019; Heft et al., 2019), conspiracy theory websites (Bradshaw et al., 2019), news fabrication schemes (Tandoc et al., 2018), and automated social media accounts (Bradshaw et al., 2019). The People’s Voice exemplifies an established institution’s attempt to increase clicks and engagement via a digital platform that would not need much supervision. By doing so,
The question remains as to which strategies are at media professionals’ disposal besides the blunt instrument of simply shutting down such platforms (as eventually occurred with The People’s Voice in 2018) as a means of coping with such hybrid forms of user-generated content and journalism. There is a need for further understanding of how new forms of professionalism can steer discussions in hybrid media systems, avoiding the spread of misleading information and racism. The mimicking of news needs to be studied within the context of changing media systems, platforms, interfaces, policies, actors, political economies, and political cultures in order to understand the normalisation and legitimisation of racist discourses in hybrid formats between user-generated content and journalism.