The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.17645/mac.v9i2.3803 |
Resumo: | In recent years, research found that populism employed a new strategy by using nostalgia, a sentimental longing for the past, as a communication tool to persuade citizens to support their political agendas. In populist campaigns, nostalgia is used to affectively link (alleged) crises with longing for a cherished past. In this article, we applied a mixed-methods approach to understand how populists exploit nostalgia in their communication and how nostalgic rhetoric has the potential to persuade people to support their claims. In Study 1, we conducted a case study based on a qualitative content analysis of Alternative for Germany’s (AfD) online election campaign in the 2019 Thuringia election in East Germany. The analysis revealed that the campaign was built around the nostalgic narrative of the 1989 peaceful revolution as a proud historical moment for former German Democratic Republic citizens while at the same time creating a sense of crisis supposedly caused by false post-reunification politics. To further investigate the persuasiveness of nostalgia, Study 2 used a statement from the campaign and found that participants tended to agree more with populist statements if they contained nostalgic rhetoric (compared to non-nostalgic populist and control rhetoric). These findings suggest that right-wing populists can effectively exploit nostalgia and that it may ‘sugarcoat’ populist messages. |
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The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist CommunicationAlternative for Germany; collective nostalgia; German Democratic Republic; online election campaign; persuasion; political communication; populismIn recent years, research found that populism employed a new strategy by using nostalgia, a sentimental longing for the past, as a communication tool to persuade citizens to support their political agendas. In populist campaigns, nostalgia is used to affectively link (alleged) crises with longing for a cherished past. In this article, we applied a mixed-methods approach to understand how populists exploit nostalgia in their communication and how nostalgic rhetoric has the potential to persuade people to support their claims. In Study 1, we conducted a case study based on a qualitative content analysis of Alternative for Germany’s (AfD) online election campaign in the 2019 Thuringia election in East Germany. The analysis revealed that the campaign was built around the nostalgic narrative of the 1989 peaceful revolution as a proud historical moment for former German Democratic Republic citizens while at the same time creating a sense of crisis supposedly caused by false post-reunification politics. To further investigate the persuasiveness of nostalgia, Study 2 used a statement from the campaign and found that participants tended to agree more with populist statements if they contained nostalgic rhetoric (compared to non-nostalgic populist and control rhetoric). These findings suggest that right-wing populists can effectively exploit nostalgia and that it may ‘sugarcoat’ populist messages.Cogitatio2021-05-06info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v9i2.3803oai:ojs.cogitatiopress.com:article/3803Media and Communication; Vol 9, No 2 (2021): The Good, the Bad, and the Ugly: Inspirational Media between Meaning, Narration, and Manipulation; 237-2492183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/3803https://doi.org/10.17645/mac.v9i2.3803https://www.cogitatiopress.com/mediaandcommunication/article/view/3803/3803https://www.cogitatiopress.com/mediaandcommunication/article/downloadSuppFile/3803/1353Copyright (c) 2021 Manuel Menke, Tim Wulfhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMenke, ManuelWulf, Tim2022-12-20T10:58:07Zoai:ojs.cogitatiopress.com:article/3803Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:20:44.376017Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
title |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
spellingShingle |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication Menke, Manuel Alternative for Germany; collective nostalgia; German Democratic Republic; online election campaign; persuasion; political communication; populism |
title_short |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
title_full |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
title_fullStr |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
title_full_unstemmed |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
title_sort |
The Dark Side of Inspirational Pasts: An Investigation of Nostalgia in Right-Wing Populist Communication |
author |
Menke, Manuel |
author_facet |
Menke, Manuel Wulf, Tim |
author_role |
author |
author2 |
Wulf, Tim |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Menke, Manuel Wulf, Tim |
dc.subject.por.fl_str_mv |
Alternative for Germany; collective nostalgia; German Democratic Republic; online election campaign; persuasion; political communication; populism |
topic |
Alternative for Germany; collective nostalgia; German Democratic Republic; online election campaign; persuasion; political communication; populism |
description |
In recent years, research found that populism employed a new strategy by using nostalgia, a sentimental longing for the past, as a communication tool to persuade citizens to support their political agendas. In populist campaigns, nostalgia is used to affectively link (alleged) crises with longing for a cherished past. In this article, we applied a mixed-methods approach to understand how populists exploit nostalgia in their communication and how nostalgic rhetoric has the potential to persuade people to support their claims. In Study 1, we conducted a case study based on a qualitative content analysis of Alternative for Germany’s (AfD) online election campaign in the 2019 Thuringia election in East Germany. The analysis revealed that the campaign was built around the nostalgic narrative of the 1989 peaceful revolution as a proud historical moment for former German Democratic Republic citizens while at the same time creating a sense of crisis supposedly caused by false post-reunification politics. To further investigate the persuasiveness of nostalgia, Study 2 used a statement from the campaign and found that participants tended to agree more with populist statements if they contained nostalgic rhetoric (compared to non-nostalgic populist and control rhetoric). These findings suggest that right-wing populists can effectively exploit nostalgia and that it may ‘sugarcoat’ populist messages. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-05-06 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.17645/mac.v9i2.3803 oai:ojs.cogitatiopress.com:article/3803 |
url |
https://doi.org/10.17645/mac.v9i2.3803 |
identifier_str_mv |
oai:ojs.cogitatiopress.com:article/3803 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.cogitatiopress.com/mediaandcommunication/article/view/3803 https://doi.org/10.17645/mac.v9i2.3803 https://www.cogitatiopress.com/mediaandcommunication/article/view/3803/3803 https://www.cogitatiopress.com/mediaandcommunication/article/downloadSuppFile/3803/1353 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Manuel Menke, Tim Wulf http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Manuel Menke, Tim Wulf http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Cogitatio |
publisher.none.fl_str_mv |
Cogitatio |
dc.source.none.fl_str_mv |
Media and Communication; Vol 9, No 2 (2021): The Good, the Bad, and the Ugly: Inspirational Media between Meaning, Narration, and Manipulation; 237-249 2183-2439 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799130655202738176 |