ABSTRACT Right-wing populist ideologies are expressed not only by politicians, party members or mass media actors but also by non-organised citizens on social media. On these platforms, political messages alternate with posts revealing personal lifestyles. We assume that an increasingly coherent political milieu and identity are emerging around right-wing populist worldviews that manifest themselves in social media practices and correspond with expressions of other aspects of lifestyles. A qualitative study of social media accounts of users who expressed a right-wing populist worldview was conducted. We investigate how core elements of right-wing populism are being communicated by these users, reconstruct a typical vision of society that links political concerns with users’ everyday way of life, identify political and social topics beyond the core of right-wing populism, and analyse how these different elements of online expression are held together by a specific style of thinking and communication.