[Séminaire conjoint AxPo-CEE] How to Break Populist Parties’ Appeal? An Experimental Evaluation of Communication Counter-Strategies

Right-wing populist parties have become a major challenge to liberal democracies worldwide. How can mainstream parties effectively counter their appeal? While prior research has focused on the drivers of populist support, much less is known about how to counter right-wing populist rhetoric. We test four communication counter-strategies that target core elements of right-wing populist appeals: (i) undermining populists’ claims to democratic credibility, (ii) promoting inclusive in-group identity to counter exclusionary narratives, (iii) highlighting their performance legitimacy, and (iv) emphasizing the procedural legitimacy of mainstream parties. Drawing on real-world party communications from social media, manifestos, and press releases, we created 170 experimental treatments (posters and social media posts varying in format and complexity) to simulate how voters encounter political messages in everyday life. In a large-scale survey experiment with over 24,000 respondents in Germany, messages undermining right-wing populists’ democratic credibility prove most effective, particularly among citizens with high initial support for such parties.

Speaker

Petra Schleiter, University of Oxford