Conclusion

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explores efforts by an array of types of leaders – electoral and institutional, as well as non-governmental. It demonstrates the problem for leaders who seek to set a particular message. The book focuses on memes regarding Teresa May shows leader framing may be undermined by others. Media framing efforts by leaders exist within an environment of challenge that negatively affect the ability of the leader to frame messages. Bypassing traditional media in favor of social media expends fewer resources for leaders. Public relations firms are more expensive than Facebook accounts. Bypassing traditional media in favor of social media expends fewer resources for leaders. Public relations firms are more expensive than Facebook accounts. The book discusses the difference between a genuinely populist candidate, Marine Le Pen, and a candidate who uses populist language but lacks populist credentials – Emmanuel Macron.