Online Propaganda: The Case of the “Woke” Eurovision Song Contest

Abstract For the last few years, the Eurovision Song Contest (ESC) – the longest running international music competition, has been present in social media and online outlets as losing its focus on culture and becoming a tool for a left-wing, “woke” ideology. The 2024 edition was especially attacked after the first non-binary person had become the winner, fueling allegations the contest rewards artists based on their identity rather than talent. Our analysis shows that such allegations have been inconsistent, vaguely defined, and context-aware, appearing to follow “culture war” topics, from LGBTQ+ rights to migrants or climate change. As most use of the “woke ESC” narrative comes from rightwing media and politicians, we content this narrative is part of a political propaganda effort, and functions to signify adherence to a political position, as well as to counter a perceived propagation of left-wing ideas.