Journal Article

Political Contagion and Electoral Populism

Abo Al-Saoud, Monda Magdy

2020

Overview

This research examines political contagion and electoral populism through a content analysis of campaign speeches in the United Kingdom and the United States. It argues that populism is not a full-fledged ideology but rather a communicative style based on the dichotomy of \"pure people\" versus \"corrupt elites,\" employed to mobilize public support during elections. The study conducted a quantitative analysis of Hillary Clinton's speeches in the 2008 and 2016 US presidential elections and David Cameron's speeches in the 2010 general elections and the 2016 Brexit referendum. Findings reveal that both politicians increasingly adopted populist communication strategies in their later campaigns, reflecting the global rise of populism. This style was characterized by emotional appeals, emphasis on collective identity, and simplified language addressing complex issues, all of which enhanced their ability to mobilize support. The research also highlights the concept of political contagion, where mainstream politicians emulate successful populist discourse-consciously or unconsciously-to gain electoral advantage. The study concludes that the adoption of populist style by mainstream politicians in the UK and US signals a significant shift in campaign rhetoric, raising concerns about its implications for democratic integrity and political stability. Abstract Written by Dar AlMandumh, 2025, Using AI

• Publisher: جامعة الأهرام الكندية
• Subject: الاحزاب السياسية / الديموقراطية الإنتخابية / السياسة العالمية