Populist radical right vs populist radical right in power: signalling ideological commitment or competence?

This article investigates the communication strategies of the populist radical right (PRR) focusing on the co-existence of different actors of this party family in power. Methodologically, it carries out a content analysis of the social media posts published by Brothers of Italy (FdI) and the League, and their leaders Giorgia Meloni and Matteo Salvini, before and after the 2022 general elections. The findings suggest a blend of selective moderation and radicalisation for FdI/Meloni, in government for the first time, while the communication of the League/Salvini, with a long pedigree in national office, changed little. Most notably, they increased their emphasis on valence attributes such as reliability, reputation and achievements in office to deliver a self-constructed image of competence to voters.