The role of negative affect in shaping populist support: Converging evidence from the field

Published in: American Psychologist — January 2024 (in press)

Written by 

George Ward, H. Andrew Schwartz, Salvatore Giorgi, Jochen I. Menges and Sandra C. Matz 

Summary 

What we found: We discovered a strong and consistent relationship between rising negative affect, measured through self-reported emotions and automated text analyses of over 2 billion Tweets, and the increased support for populist attitudes and parties. This relationship held at both individual and electoral levels, including significant impacts on area-level Brexit voting in the UK and county-level vote shares for Donald Trump in the US presidential elections.

Why it matters: The results highlight the substantial role of negative affect in explaining the surge of populist support globally. Recognizing and addressing the emotional undercurrents of fear, anger, depression, and sadness is crucial for politicians and policymakers to navigate and respond effectively to the increasing demand for populist ideologies. This research serves as a call to action, urging political leaders to focus on alleviating rather than exploiting negative affect to foster a healthier political landscape.

What next: Organizations and leaders, especially those in the political realm, should take heed of these findings to craft strategies that address the emotional well-being of their constituents. Acknowledging and actively mitigating negative affect through empathetic policies and communication can be pivotal in reducing the appeal of populist ideologies. Furthermore, political leaders already in power should be aware that exploiting ongoing negative affect does not yield electoral benefits. This research underscores the importance of emotional intelligence and empathetic governance in the face of rising populism.