ABSTRACT
The bulk of the existing literature on populism in Switzerland focuses on the communication strategies of two political parties the Swiss Peoples Party (SVP) and the Ticino League (LdT) and their media-savvy leaders, as well as their aggressive, media-centered campaigns and their partisan media supporters. In terms of researching Swiss populism, most scholarship is organized around case studies of political parties and individual politicians commonly perceived as populist. Peoples attitudes in this region are influenced by the idealization of small-scale agriculture and the pure nature that stands in contrast to impure urban influences and industrial growth. The Swiss Peoples Party's greatest victory was in 2003 when it became the largest party in Switzerland. Besides the Austrian Freedom Party, the Swiss Peoples Party is the only right-wing Populist Party in an advanced post-industrial country that has ever reached or exceeded the electoral support level of its established, non-socialist competitors.
