When we speak of 'populism' today,1 we sometimes mean nothing more than a politics that is audible as well as intelligible to the man in the street – or, to be precise, the man and woman slumped on their sofa, their attention skipping fitfully from flat-screen TV to laptop to smartphone to tablet and back to television, or the man and woman at work, sitting in front of desktop PCs but mostly exchanging suggestive personal messages on their smartphones.
by Niall Ferguson
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In contemporary discussions, 'populism' often refers to politics that resonates with everyday individuals, making it both understandable and accessible. This dynamic caters to a modern audience that is easily distracted, constantly switching between various forms of media, whether they're relaxing at home or engaging in their work environment. Such an understanding of populism highlights the importance of connecting with people in a way that captures their fragmented attention.

Niall Ferguson, in his book "The Square and the Tower," examines how political messaging adapts to an audience that interacts with technology on multiple platforms. This connection reflects a broader trend in politics aimed at simplifying complex ideas so they can be grasped quickly by individuals who navigate their lives through an array of digital devices. In this context, populism becomes a strategy to engage a populace increasingly consumed by screen-based communication.

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