Populism is a subject whose boundaries are difficult to draw by scholars. While some consider populism as an ideology in its own right, others argue that populism is merely a pragmatic political method. This versatility of populism makes it difficult to come up with a fixed definition, and therefore difficult to find solutions to this problem.
However, despite definitional divergences, there are some common features that are used to explain populism. Identifying these common characteristics allows us to recognize and act against populist practices that undermine democracy.
What is Populism Not?
Due to the confusion in defining the term, what populism is not is as important as what it is. Populism cannot be identified with the ideologies of the left and the right; it is better to recognize it as a method used by both sides. Today, populism is often confused or conflated with nationalism, as it is often instrumentalized by right-wing ideologies.
While nationalism binds the nation and the people together as a mass focus, populism is more fluid. While populism constructs the oppressor versus the oppressed scenario, it can assign both roles to any actor depending on the political conjuncture in the country. In nationalism, on the other hand, the boundaries of the values defended are more clearly drawn.
The liberal understanding that has recently prevailed worldwide has brought the focus of populism to a common plane with right-wing ideologies. Since populist politicians target “the elites who are responsible for what is happening in the world”, they often campaign against liberal practices. This leads to the perception of nationalism and populism as intertwined.
Populism is a difficult concept to classify as an ideology in terms of its chemistry. Even when compared to nationalism, the ideology most closely associated with it, fundamental differences emerge.
Populism is a strategy that lacks general rules and prefers to be reactive rather than being the representative of status quo. First and foremost, this fluid nature prevents populism from being considered as an ideology. For example, whereas nationalism focuses on the integrity of the nation, the values that matter in populism vary by region and time on the axis of oppressed versus oppressor. The common reflection of these values due to variables in the current political atmosphere is not a sufficient reason to consider nationalism and populism as the similar ideologies.
Methods of Populism
While making propaganda, populists try to mobilize the target audience with arguments that appeal to emotions, far from rationality. We can summarize these emotional arguments as general, result-oriented arguments without method and arguments that try to take advantage of prejudices.
When we analyze elite hostility, one of the main principles of populism, we see that this policy fits the definition of an emotional argument very well. Attacking the most powerful people for the problems experienced without analyzing the background of the events is a scenario that is far from rationality and convenient to believe. Holding a grudge against the elite is a more believable option, both emotionally and in terms of convenience, compared to an analytical process of analysis.
Charismatic figures play an important role in the populist method. In an emotionally driven political administration, it is important to draw attention to a single impressive figure in order to win over the target audience. Populism is based on mobilizing the masses. To mobilize the masses, rallying them behind an impressive leader is an effective strategy. Today, individuals under the spell of populism prefer a figure they can trust to make decisions for them rather than being directly represented in a democracy.
Identifying the audience is another important element. A political actor seeking to gain power through the use of populism must identify a group of people who feel unrepresented in the current democratic system. This audience should be excluded from the functioning of the general society due to active global or local political trends, or should be unable to obtain the benefits they feel they deserve. For example, in the propaganda campaign for the Brexit referendum, local people who felt marginalized by globalism and could no longer be accommodated within the competitive system were an important source of vote for the Brexit.
Origins of Populism
Although the origin of populism in modern political thought dates back to the 19th century, populism as a method is much older. The Populist Party founded in the US has been cited by many sources as the starting point of populism in modern politics. However, traces of populism can be found wherever there was a mass that could be mobilized against the elites in any political system before liberal democracy dominated the world. If we go back even further, we can find traces of populism even in periods when there was no organized political system.
The methods of emotional manipulation used by populism are so intrinsic to human nature that we can find them even in direct social relationships. It is a natural survival reflex to want someone we trust and consider competent to solve problems we don’t want to deal with. This corresponds to modern populism, where complex political problems are solved by a figure whose qualifications we trust and whose personality we believe in.
The form of propaganda used by populism in politics is highly similar to the forms of toxic manipulation that one can be exposed to in social relations. The manipulation of psychologically vulnerable and helpless actors is an older phenomenon than organized political systems. The reason why populism is able to use these methods effectively today is the evolution of the media and advancing technology. The ability to communicate more directly with the masses has significantly increased the efficiency of manipulation.
Populism in Different Contexts
Populism is a method that derives its structural characteristics from its context. The way policy is made and the aspirations of the people who demand populism can vary widely according to their unique context. Therefore, it would be better to analyze the examples of populism that we see in different political contexts individually rather than trying to categorize them into homogeneous groups.
Examples of these unique contexts include Russian populism against capitalism, North American populism against high interest rates, South American populism against traditional elites, African populism that glorifies the ordinary citizen, Asian populism that glorifies village life and opposes Western-style individualization, and many more.
In addition to geography, the current trends have also certain impact on populist arguments. Current political trends, the structure of the media and advancing technology influence the functioning of populism. Populism, as a strategy targeting elites, takes a stance against the existing dominant political system (the establishment). Hence, the ideological arguments to be used as propaganda tools also originate from the idea of attacking the establishment.
The media is another determining factor as it is the basic source of information consumption. The independence of the media, the way news is produced and the intended audience affect the flow of information and thus the efficiency of populism. For example, compared to the past, today’s media tradition is more focused on global attention-grabbing. The popularity of sensational news allows for the spread of negative news about elites, and thus for populism to gather strength.
Conclusion
Populism is one of the biggest threats facing liberal democracies today. This is mainly because it has the ability to bring together other threats under the same roof. Populism has the ability to dissolve elements that are against liberal values within democracy.
At the same time, because it does not use fixed values and methods, it has a very fluid chemistry, which makes it very hard to identify. Moreover, the manipulative rhetoric it uses is highly compatible with today’s technological developments and media structure. Unfortunately, we will witness more and more in the coming periods how deadly this virus, which causes democratic erosion by using democracy itself, is.