Attractive or repellent? How right-wing populist voters respond to figuratively framed anti-immigration rhetoric

Abstract

The rhetoric employed by right-wing populist parties (RWPPs) has been seen as a driver for their success. This right-wing populist (RWP) rhetoric is partly characterized by the use of anti-immigration metaphors and hyperboles, which likely appeal to voters' grievances. We tested the persuasive impact of figuratively framed RWP rhetoric among a unique sample of Dutch RWPP voters, reporting an experiment with a 2 (metaphor: present, absent) x 2 (hyperbole: present, absent) between-subjects design. Our findings challenge prevailing ideas about how supportive voters respond to RWP rhetoric: Figurative language did not steer voters more in line with RWP ideas but pushed their opinion further away. These unexpected boomerang effects mainly held for weakly identified voters. This suggests that RWPP voters support their party, not because of but despite their rhetoric. Being heard in their grievances, rather than told what to grieve about, seems to be a main driver for RWPP support.