Populist appeals, emotions, and political mobilization

Abstract

Populist politicians frequently employ anti-establishment appeals in their discourse by targeting an imagined or real power elite. Do such appeals have a mobilizing effect among voters? What role do the emotional responses of voters play in this process? We address these questions using a vignette experiment embedded into a nationally representative survey fielded in Turkey, a country where a populist party has long been in power. Our research design enables us to assess whether voters respond more positively to a populist framing of a call for mobilization on an issue compared to a non-populist framing, and whether their emotional responses act as mediators. We find that populist rhetoric indeed does have a mobilizing effect, though only for a low-cost form of political participation (signing a petition) and only among the constituency of the populist party. Turning to the role of emotions, we find that the populist framing of the issue led voters to report more discontent, despair, and anxiety, and these emotions mediate the positive influence of the populist message on mobilization. Thus, our study contributes to research on populism by highlighting the role of emotions in the mobilizing effect of populist discourse.