The populism-media nexus : the manifestation of populism and anti-populism in Flemish talk shows

Mainstream news media have been brought to the forefront in efforts to understand the rise of right-wing populism in Europe as they may provide a beneficiary environment for populism to thrive (De Jonge 2019; 2021a; 2021b; Manucci, 2017, Mazzoleni, 2008; Krämer, 2018). However, mainstream media are increasingly accused of bias within right-wing populistic communication (Engesser et al., 2017; Strömbäck & Åkerlund, 2025). Other authors point to the apparent dominance of anti-populist discourse in mediated public debate (Goyvaerts & De Cleen, 2020; Shchinova et al., 2024). European media seem to find themselves in a paradoxical limbo. Studies typically tend to focus on populism and, in lesser extent, on anti-populism separately (e.g. Jagers & Walgrave, 2007; Hameleers & Vliegenthart, 2020). However, populism and anti-populism don’t exist in vacuum but are in constant interaction (cf. Voutyras, 2024). Research focussing specifically on the frequency and interplay of populism and anti-populism in news related content remains limited, despite its importance for understanding the populism-media nexus. Populism-media research focussed on political party broadcasts, social media messages or established newspaper reporting (E.g. Engesser et al, 2017; Hameleers & Vliegenthart, 2020; Jagers & Walgrave, 2007), while talk shows, especially in Flanders, remain understudied. Yet talk shows are particularly relevant due to their live format, the journalist-politician-citizen interaction and limited editorial control, potentially making them particularly suitable for populist communication (Blassnig et al., 2018; Bos & Brants, 2014; Ernst et al., 2019). Whereas neighbouring countries had strong talk show cultures for longer (cf. Bos & Brants, 2014), it is only lately that Flanders has seen the emergence of successful commercial primetime talk shows, capable of competing with those of the public broadcaster. This leads to the research question: How do populism and anti-populism manifest in Flemish commercial and public service talk shows? This study approaches populism from a communication perspective (see De Vreese et al., 2018; Jagers & Walgrave, 2007). Flanders has known early breakthrough of radical-right populist parties. Over time, increasing media attention and accommodation, have likely facilitated their growth (De Jonge, 2021a; 2021b; Schafraad et al., 2012). Unlike Wallonia, Flanders does not enforce a cordon médiatique, allowing journalists for varied strategies in dealing with populist actors and themes (De Jonge, 2021b; De Jonge & Gaufman, 2022). This makes it a compelling case, as some journalistic strategies, like critical confrontation, could potentially inadvertently reinforce populist claims of media bias (Esser et al., 2017; Krämer, 2018). However, it remains unknown how and how often populist and anti-populist messages manifest in Flemish talk shows. Through a quantitative content analysis of three Flemish current affairs talk shows, this study therefore aims to shed light on (1) the prevalence of populist and anti-populist communication, and (2) the roles of diverse actors herein, and (3) how the populism-anti-populism interplay manifests. The sample consists of 60 episodes - 20 each from direct competitors De Tafel van Gert (commercial broadcaster), Bar Goens (commercial broadcaster) and De Afspraak (public broadcaster) - aired between 28 April and 29 May 2025, encompassing the complete first and only season of Bar Goens. A literature-based codebook was developed to guide the two-step coding process. In the first phase all segments are coded on the prevalence of populism-anti-populism. Hereafter statements from relevant segments are coded in more detail. Data coding and analysis are planned between November 2025 and February 2026, preliminary results will be presented at Etmaal 2026. Findings will contribute to a more comprehensive understanding how and how often populism and anti-populism manifest within the media–populism nexus. By looking beyond political actors this study also sheds much needed light on the contribution of other actors within populist and anti-populist communication.