Populism is being increasingly studied by political and social scientists. This article pays particular attention to the way in which ‘people’ can be approached and appealed to by their leaders. In particular, by undertaking a content analysis of the two most read daily newspapers in Italy, and by relying on the technique of correspondence analysis, this article shows that to fully understand the phenomenon of populism, the way in which ‘the people’ are approached by their leaders cannot be left aside. In doing so, this article empirically analyses and discusses three dimension of populism and contributes to a more granular understanding of this phenomenon in established democracies.
