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. Together, Omri, Daniela and Tom explore solutions, from leveraging influencers to rethinking platform algorithms, to make democratic messaging as engaging as its opponents.

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