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Sedate and unflashy international institutions are in a struggle for attention in this new age of spectacle. In a step change aimed at addressing the challenge, the European Commission, the EU's executive body, last year paid a group of content creators around €100,000 for making videos about free movement across national borders under the Schengen Agreement. This month it emerged that the European Council, which organizes EU leaders' meetings, will invite social media influencers to summits starting this summer. The initiatives are acknowledgement that the dynamics of political communications have changed with the rise of social media, which demands high levels of emotionality and relatability. In this episode, Peter Van Aelst, a professor at the University of Antwerp and a prominent media commentator, shares his findings on the increasingly demonstrative tone used by politicians over the past 15 years. Negative emotions like anger are prevalent—especially among radical right and hard-left parties. But the findings also show politicians using more positive messaging as a strategy to foster goodwill as well as capture attention. One example is Bart De Wever, the Belgian prime minister, who has become a sensation on Instagram by posting videos with his cat Maximus. That has helped soften his hardline Flemish nationalist image. At the level of the EU, questions remain about the authenticity and effectiveness of paid influencer content and about whether it could eventually veer into propaganda. There also are calls to regulate outside influencers to ensure they aren't being paid by hostile actors. Yet another concern is reliance for distribution of influencer content on opaque US platforms owned by multinationals like Meta and X that are aligned with the Trump administration's hostility to European digital standards and regulations.

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