A complex cocktail: reappraising the role of positive emotions in the appeal of populist radical right parties

Negative emotions are held to be at the very core of the emotional appeal of populist radical right parties (PRRP). Building on emerging studies that paint a more nuanced picture, I argue that appeals to positive emotions are frequent, deliberate and intricately linked to appeals to negative emotions (especially anger) in the election campaigns of PRRPs. This argument builds on two kinds of evidence from an integrated mixed-methods design: First, a holistic analysis of campaign communications (manifestos, Facebook posts, press releases, posters and video ads) issued in campaigns in Austria (2017), Germany (2017) and Italy (2018). Second, in-depth semi-structured interviews with top-level campaigners from the FPÖ (Austria) and the AfD (Germany). PRRPs frequently and deliberately add positive emotions to negative ones in order to de-radicalize their image and make inroads into mainstream electorates. The article draws out the conceptual, methodological and substantive implications of mixing emotional appeals. In terms of the latter, without de-radicalization in policies, the PRRP emotional cocktail is better characterized as an attempt to further radicalize voters. That mainstream parties fail to see the relevance of positive emotions to the appeal of PRRPs poses a serious obstacle to them finding an effective strategy to fight back.