Populist agenda-setting

Populist agenda-setting is under-theorized, in part because of the fragmentation of scholarship on populism and agenda-setting. Policy studies has concentrated on the ideas, agents, and mechanisms of mainstream agenda-setting; comparative political economy, political sociology, comparative politics have centred on the sources of populism; and party politics, social movement, and political communication studies have focused on the characteristics of the populists themselves. This article builds on all such literatures to theorise the interactive effects of populism on agenda setting when populists are on the outside, in elective office, or in government. Using the four 'Ms' of populists' 'discursive construction of discontent' - message, messenger, medium, and milieu - the article examines how populist messages shape the policy narrative; how populist messengers frame the debate; how they use the media to captivate 'the people;' and why, depending on milieu, populists are able to leverage 'the people's' support to upend the mainstream and/or capture power.