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This chapter explains how SYRIZA managed to build international support up to the January 2015 election with very limited resources, and against mainstream coverage, by relying essentially on grassroots movements and social media. It also shows how, approaching to power, SYRIZA's political, but also communication strategy, became more institutionalised and relied less on grassroots campaigning. Methodologically, our research is based on the following research techniques: First, interviews with activists and members of the party as well as observations inside its social media team. Second, the study of online content and data from 2006 to 2015. Overall, this chapter shows that SYRIZA's campaign on the Internet relied mainly on alternative media activists who acquired a specific savoir faire and developed international networks during the intense antiausterity social movement that took place in Greece between 2010 and 2013. The campaign was also supported by young experts from the private sector that contributed on a voluntary basis. Nevertheless, its success was mainly due to the European political context and the opportunities it offered to the radical Left, rather than the communication strategy, which in any case suffered from a lack of means and from a somewhat chaotic (non) organisation.

Political parties frequently engage in exclusionary narratives resulting in a game of blame-shifting. While this is understandably part of political life, claiming responsibility is decreasing and blame attribution is increasing in times of crisis as political actors seek to minimise political cost and rally supporters. Crises also create fertile ground for polarisation as affected citizens look for quick solutions and are driven to the extremes of the political spectrum. That effect has been demonstrated in Greece (Capelos & Exadaktylos, 2017; Vasilopoulou et al., 2014): political parties in the first years of the Greek financial crisis (2009–2012) engaged in an endless game of blame-shifting and exclusion, which was replicated within opinion pieces within mainstream press. This resulted in the polarisation of society with new political cleavages emerging, most notably on the pro/antiausterity divide. Within the context of this divide populist rhetoric assisted exclusion as the two sides tried to demarcate boundaries, identify allies and enemies and reinforce a ‘Them’ vs ‘Us’ dichotomy to consolidate their identities.

This chapter assesses how embedded this divide has become in setting up the electoral campaigns for the 2019 General Election between the two main contenders, Syriza and New Democracy in the way they projected their political narrative in the public sphere. Using substantive content analysis of framing, this chapter collected opinion pieces written from the day the election was announced (26 May) to day after the result (8 July) in two newspapers: New Democracy–leaning Kathimerini and Syriza-leaning Avgi. This chapter identified the blame frames of the two sides and assessed polarisation by coding for the tone of references using an exclusivity index as developed by Vasilopoulou et al. (2014). The findings suggest that both newspapers engaged in a race of blame, bringing the political debate to the forefront and ensuring that polarisation was transferred into the public sphere, consolidating the ‘them’ vs ‘us’ divide.