Populist trolling thrives on the oxygen of publicity. It’s on all of us – media and voters – to start looking away

Even more than other forms of politics, populism needs an audience. Populist politicians want to be famous personalities, to make attention-getting claims and promises, to create new national myths. Like other ambitious but less ideological entertainers, they want their act to be widely noticed, and then requested again and again. Without a receptive audience, populism can just seem cranky and simplistic – little different from fringe political movements down the ages.

In Britain, the US and many other democracies from India to Argentina, populism’s current dominant variant is rightwing, and much of its intended audience is the rightwing media. Conservative commentators, reporters and public intellectuals are constantly required to amplify populism’s messages and help maintain the public profiles of its leading figures. With only five Reform UK MPs, Nigel Farage needs the Tory press – just as the Tory press needs him, with rightwing politics in Britain otherwise at a low ebb.

Andy Beckett is a Guardian columnist