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Digital (participatory and shareable) media are driving profound changes to contemporary politics. That includes, this article argues, important changes to the production, dissemination and reception of political ideas and ideologies. Such media have increased the number and political range of 'ideological entrepreneurs' promoting forms of political thought, while also giving rise to distinct genres of political rhetoric and communication. All of this is affecting how people come to be persuaded by and to identify with political ideas. In developing and justifying these claims, I draw on the Political Theory of Ideologies, Digital Media Studies and Rhetorical Political Analysis. I begin by showing how a populist 'style', induced by broadcast media, has been intensified by digital media, affecting ideological form and content. Next I consider, in detail, a particular example – YouTube – showing how it shapes political, ideological, communication. I then present a case-study of the UK-based political YouTuber Paul Joseph Watson. I show how the political ideology he propagates can be understood as a blend of Conservatism and Libertarianism, expressed in a Populist style, centred on the 'revelation' of political truths and on a promise of therapeutic benefits for followers. In a closing discussion I argue that this may be understood as a kind of 'charismatic' authority, and that such a political performance style is typical of these kinds of media today.

Abstract
Mercosur celebrated its 30th anniversary in 2021 in a situation of severe stress, in which the idea of rolling it back from a customs union towards a free trade area was discussed in polarized terms, raising the question about its legitimacy. This article analyses the legitimation strategies pursued by Mercosur member states' presidents and regional bureaucrats to build, maintain, defend and enhance the belief among relevant audiences that the regional organization is legitimate. It focuses on three critical moments in which Mercosur was the object of public debate, namely, the Brazilian currency devaluation in 1999, the accession of Venezuela in 2012, and the current proposal of 'flexibilization', and, drawing on secondary literature and qualitative content analysis, argues that the origins of Mercosur agents' discursive legitimation strategies are their political ideologies. Given the strong role of presidents and lack of stronger regional institutions and leadership, Mercosur is left hostage to domestic electoral cycles and vulnerableto undemocratic trends of governments in power.

Digital media are driving profound changes in contemporary politics, including, this article argues, to the production, reception and dissemination of political ideas and ideologies. Platforms increase the number and political range of 'ideological entrepreneurs' using distinct rhetorics through which ideas are articulated and experienced. Developing and justifying these claims I draw on the political theory of ideologies, digital media studies and rhetorical political analysis. I show how a populist 'style' and appeal to rhetorical ethos, linked to mediatisation, are intensified by digital media, affecting ideological form and content. Explaining in particular how YouTube constitutes political-ideological communication I examine in detail the British-based political YouTuber Paul Joseph Watson. I show that his political ideology is a blend of conservatism and libertarianism, with a populist style and rhetorical ethos of 'charismatic' authority. Centred on the revelation of political truths, presented as of therapeutic benefit for individuals, it is characteristic of the medium.