The empty signifier “cultural Marxism” has been appearing in the media for several years as a populist discursive strategy of the right. Due to its elusive and ambiguous nature, this thesis researches its specific use on the social media platform Twitter (X) between 2017 and 2023. In the theoretical part, we define the concepts used to analyse the use of the empty signifier “cultural Marxism”, and in the empirical part, we use the methods of topic modeling, word enrichment, and critical discourse to identify and analyse the topics in which it appears. The research reveals that “cultural Marxism” operates as a highly dynamic process. Permanent and episodic themes (i.e., those related to specific events) are unified under this signifier, which serves as a broad framework for connecting diverse socio-political issues and events. Permanent themes are crucial for maintaining the stability and visibility of “cultural Marxism”, while episodic themes are essential for expanding and adapting the discourse, as they can rapidly introduce new interpretations or reinforce existing narratives. This discourse is perpetuated through various antagonisms, such as those between heterosexuals and the LGBT+ community, Christians and Muslims, indigenous populations and immigrants, or global elites and “ordinary” people. These antagonisms are interconnected and presented as components of a broader threat. The distinct dichotomy of “us versus them” ultimately goes beyond individual groups, movements, or policies, and seeks to portray society as a whole as part of a broader, strategically organised agenda led by the “left”.
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