Doug Specht examines how forms of media – and public figures – have helped to bolster support for Germany’s AfD party
In the heart of Europe, a political earthquake is reshaping the landscape of one of the continent’s most influential nations. Germany, long considered a bastion of stability and centrism, finds itself at a crossroads as the far-right Alternative for Germany (AfD) becomes the second-largest party in the country following the February 2025 elections.
This shift, fuelled by a potent mix of social media mastery, high-profile endorsements, and growing disillusionment with traditional politics and media, has sent shockwaves through the European Union and beyond. This story goes far beyond Germany’s borders, but is one that challenges our understanding of modern democracy, the power of digital media, and the future of global alliances.
Traditional media’s dilemma
As the Alternative for Germany (AfD) gains increasing prominence in German politics, traditional media outlets find themselves grappling with how to approach reporting on a party that has been classified as a “proven right-wing extremist” organisation by the domestic intelligence agency in three out of 16 federal states. The challenge of providing balanced, responsible coverage whilst avoiding an inadvertent legitimisation of extremist views has become a central dilemma for journalists and editors across the country.
The television debate between AfD’s Björn Höcke and Christian Democrat Mario Voigt in December 2024 sparked heated debates about the appropriateness of such platforms and whether they serve to normalise extreme views. These discussions have prompted a number of suggestions about how to go forward, for example the German Journalists Association (DJV) has suggested using clear warning labels in all articles about the AfD, akin to health risk warnings on cigarette packets. This approach aims to provide context about the party’s classification as a right-wing extremist organisation.
Others, though, have suggested that journalists revisit traditional virtues and tools to address this new challenge rather than trying to compete with or emulate the digital media strategies of the AfD. A study by the Otto Brenner Foundation suggests that the media must learn to offer ‘more steady, less erratic’ reporting on AfD controversies rather than reacting to every provocation.
The situation is further complicated by a shift in public trust. The AfD has been part of a movement to distil distrust in traditional media sources, often arguing that they face media bias and underrepresentation in mainstream outlets – this is a tactic used by right-wing parties across the world, painting themselves as victims rather than aggressors. For example, the delay in reporting the spate of sexual assaults on New Year’s Eve 2016 in Cologne – along with an initial omission of the attackers’ backgrounds – was seized upon by the AfD and other right-wing groups as being an attempt by the media to protect refugees from public backlash and helped fuel the AfD’s media distrust narrative and bolstered its support.
Alongside eroding trust in traditional media, the AfD has successfully leveraged social media platforms to create its own narrative. The party has established a significant presence on platforms such as X and TikTok, where they can communicate directly with supporters without being challenged by journalists.
Influence on social media
The AfD’s dominance on social media is particularly striking on platforms such as Facebook and TikTok. The party’s official TikTok account has amassed more than 567,000 followers and over seven million likes as of February 2025. This level of engagement far outstrips that of larger, more established parties such as the SPD and CDU.
The AfD have become masters of using social media, and its underlying algorithms, to drive engagement and to spread their own politics. The party employs a provocative tone and takes a critical stance on political correctness, which encourages user engagement – click-baiting both the left and the right into providing a response to their content, driving it up the algorithm and making it more likely to be seen by users of all political leanings.
Studies have shown that non-partisan users are exposed to right-leaning content more than twice as often as left-leaning content. On TikTok, for instance, 78 per cent of political content recommended to non-partisan users in Germany was supportive of the AfD. Moreover, the party creates clear, simple, often meme-based content – including deliberately formulating parliamentary speeches to be easily converted into short (60-90 seconds), impactful social media videos that bring their speeches out of parliament and into people’s homes. Then, by leveraging TikTok’s cross-platform compatibility, the party ensures that its videos can be easily shared across other platforms and messaging services. This approach enables AfD content to reach diverse audiences and appear in family WhatsApp groups, further extending its influence.
While this strategy is enabling AfD to gain support across the country, it is the youngest voters who appear to be most at risk from the use of social platforms to promote extremist politics. With half of all 16-24-year-olds in Germany stating that they get their political information from TikTok, the AfD has been able to make significant gains in support with this demographic. The party already emerged as the strongest among voters aged 18-24 in the February 2024 state elections, and then in the June 2024 European elections, 16 per cent of young Germans voted for the AfD, tripling the party’s share of this demographic compared to 2019.
The ‘Musk Effect’
The part that social media has played in the rise of AfD is further complicated by Elon Musk throwing his considerable weight behind the party in the lead-up to the February 2025 election. Musk’s endorsement strategy has been multi-faceted and relentless. On 20 December 2024, he boldly declared to his 210 million X followers that ‘only the AfD can save Germany‘. This was followed by an op-ed in a leading German newspaper, a live-streamed conversation with AfD leader Alice Weidel, and even a virtual appearance at a 4,500-person AfD rally in Eastern Germany.
The impact of Musk’s endorsement on social media engagement has been dramatic. In the week following his endorsement, views of AfD politicians’ posts on X skyrocketed from 17,000 to 145,000 – an eightfold increase despite a 40 per cent decrease in the number of posts. While the direct impact on voter intentions remains unclear, Musk’s involvement has undeniably amplified the AfD’s reach and visibility. It has also sparked intense political debate, with critics accusing the American billionaire of undue interference in German politics.
The ‘Musk Effect’ raises broader questions about the role of tech moguls in shaping political discourse. As the owner of X, Musk’s ability to amplify certain political voices highlights the significant influence social media platforms can have on democratic processes. His status as a US-based billionaire and advisor to the Trump administration adds another layer of complexity to his involvement in German politics.
What does this mean for German geopolitics?
As the dust settles on the February elections, analysts are grappling with the possible geopolitical implications of the rise of the AfD. While the AfD have been blocked from forming a majority government through a coalition, their position as the second largest party in Germany will give them substantial clout and an increased platform for their policies.
The AfD’s critical stance towards both the European Union and NATO is likely to become more widely voiced, and it could see a significant departure from Germany’s traditionally pro-EU stance, potentially reshaping the bloc’s future. The AfD has already suggested a referendum on Germany’s EU membership, and AfD co-leader Tino Chrupalla has suggested that Germany should reconsider its NATO membership if the alliance fails to consider the interests of all European countries, including Russia. The party has consistently opposed sanctions on Russia and called for an end to military aid to Ukraine, positions that could fundamentally alter the dynamics of the ongoing conflict in Eastern Europe, as well as German foreign policy.
As Europe’s largest economy and a key player in EU decision-making, Germany’s political shifts carry significant weight. The potential for a more Eurosceptic, Russia-friendly Germany could dramatically alter the balance of power within the EU and beyond. It could lead to a recalibration of relationships with major powers such as Russia and China, and potentially usher in a new era of European strategic autonomy.
The future for Germany
The rise of the Alternative for Germany (AfD) poses a significant challenge for democratic institutions. The rapid spread of information – and misinformation – through social media platforms has outpaced many traditional safeguards. Established media outlets find themselves in a precarious position, struggling to provide balanced coverage without inadvertently amplifying extremist views. The German media’s dilemma in covering the AfD exemplifies this challenge, highlighting the need for new approaches to political reporting in the digital era. Moreover, the influence of social media algorithms on political discourse raises pressing questions about the integrity of democratic processes. The ‘Musk Effect’ on the AfD’s social media engagement underscores the outsized impact that platform owners and their algorithms can have on shaping public opinion and political outcomes.
In light of these challenges, there is an urgent need for enhanced media literacy and robust fact-checking mechanisms. Citizens must be equipped with the skills to critically evaluate the information they encounter online, distinguishing between credible reporting and manipulative content. Simultaneously, media organisations and tech platforms must invest in sophisticated fact-checking tools and transparent reporting practices to combat the spread of misinformation.
While the full implications of Germany’s political shift remain to be seen, one thing is clear; the 2025 German political landscape serves as a microcosm of the challenges facing democracies worldwide in the digital age, and the tremors from this electoral earthquake will be felt far beyond Berlin.
