The Emotional Dimension of 21st-Century Populist Political Movements in Latin America and Europe
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Abstract
This study presents a qualitative analysis of 21st-century political movements commonly referred to as “populist” or “neopopulist,” which have emerged across various countries in Latin America and Europe. The central aim is to demonstrate the existence of an emotional foundation that is essential to the identity of these movements.
To support this, we develop a methodological framework based on an operational classification of characteristics, outlining the core identities of these movements through four key dimensions: their origin, their relationship with representative democracy, and—most notably—their leadership style and rhetorical strategies. From these dimensions emerges a shared emotional foundation, which we propose as a defining element of such political phenomena (H1).
The findings confirm the presence of affective behaviours and appeals, both in decision-making processes and in how these movements communicate and engage with other actors in representative democracies. Overall, they exhibit a set of common traits with a strong emotional anchor, which we detail and support with empirical evidence. These traits point toward a unifying factor: the role of communication and the projection of a distinct political identity.
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