Is the Alt-Right Popular in Canada? Image Sharing, Popular Culture, and Social Media

Background: In popular coverage and social media analysis, the alt-right has been described as a popular phenomenon. Following Stuart Hall’s understanding of popular culture, we question the status of the alt-right in Canada as both a political and methodological problem that requires critical attention to social media metrics and critical experimentation in developing new digital methods. Analysis: Our study developed a novel method to analyse image circulation across major social media platforms. We find that image sharing is marginal, yet the spread of images distinguishes political communities between Twitter hashtags, subreddits, and Facebook pages. We found a distinct alt-right community in our sample, active but isolated from other popular sites. Conclusion and Implications: While the findings suggest the limited significance of image sharing to conceptualize popularity in cross-platform analysis, our novel method offers a compelling alternative to corporate social media analytics and raises new questions about how popular politics, especially the popularity of the alt-right, may be studied in the future.