ABSTRACT The objective behind the present article is two-fold. Firstly, departing from the assumption that distance and salience dynamics are key to both functioning and impact of the media, we aim to present a new theoretical perspective on social media discourse understood as both product and process – Media Proximization Approach – and thus shed light on the exploratory potential of Social Media Critical Discourse Studies paradigm. In J. Flowerdew, & J. E. Richardson, Handbook of Critical Discourse Analysis. Routledge) emphasizing (...) both the horizontal and vertical dimensions of digital communication. Secondly, identifying various dimensions of proximization within social media, we will discuss their role in creating a conducive environment for the spread of populist ideologies, and, more generally, changing the communication dynamics between the primary and secondary definers. Data-wise, the article focuses on current social media discursive practices concerning Enoch Powell’s ‘Rivers of Blood’ speech in the context of rising anti-immigration sentiment and Brexit campaign. Two YouTube videos recontextualizing the speech along with the accompanying comments will be discussed here to show how political discourses get remediated in social media where their ‘prosumers’ imbue them with new form, function and emotionality. (shrink)