Fandom and Political Leaders on Social Media Platforms: A Comparative Study of Italy, France, and Spain

The decline of traditional party loyalties has prompted critical questions about the formation of political identities, including new forms of political belonging, the nature and intensity of affective connections with political entities, and the influence of digital politics on participation. Recent research has begun linking the concept of fandom to politics, exploring whether the fan-like attachment to political leaders represents a new form of political engagement (Hinck and Davisson 2020; Sandvoss 2013; Dean 2017). Our study contributes to this emerging field by mapping the phenomenon of political fandom in Italy, France, and Spain and offering insights into its defining characteristics.

This research specifically examines Instagram fandom pages dedicated to the main political leaders in these three countries. We analyze the number of active pages, the levels of engagement they generate, and the content they share. Furthermore, we categorize the content (both fandom and anti-fandom) into three types of fan attachment: political, where admiration centers on the leader’s political skills; personal, where fans are drawn to the leader on a physical or emotional level, with little focus on political content; and communitarian, where support is based on the leader’s representation of a particular group or community.

Our findings will offer a preliminary evaluation of the role of political fandom in shaping political discourse in Italy, France, and Spain. Additionally, we will highlight key similarities and differences across these countries and explore the potential political implications of this form of engagement.