Negativity, emotionality and populist rhetoric in election campaigns worldwide, and their effects on media attention and electoral success*

Abstract

Very little is known in broad comparative terms about the nature and content of election campaigns. In this article, we present the first systematic and comparative assessment of the electoral campaigns of candidates having competed in elections across the world along three dimensions: negative campaigning, emotional campaigning and populist rhetoric. We do so by introducing a new dataset, based on expert judgements, that allows us to retrace the content of campaigns of 97 candidates having competed in 43 elections worldwide between 2016 and 2018. To put the importance of these three dimensions of electoral campaigns into perspective, we comparatively assess the extent to which these three dimensions are more or less likely to capture the attention of news media and to determine the electoral fate of those who rely on them. Our analyses reveal that negativity and emotionality significantly and substantially drive media coverage and electoral results: more positive and enthusiasm-based campaigns increase media attention, but so do campaigns based on personal attacks and fear appeals, especially during presidential elections and when the number of competing candidates is lower. Looking at electoral success, negativity backlashes overall, and yet personal attacks can be used successfully to increase the chances of an electoral victory. Furthermore, both appeals to enthusiasm (but not when a lot of candidates compete) and fear (especially in presidential elections) work as intended to capture the attention of the public and transform it into better electoral fortunes. We also discuss the results of a case study of the 2017 French presidential election, where we compare the campaigns of four leading candidates (Emmanuel Macron, Marine Le Pen, François Fillon and Jean-Luc Mélenchon); results of the case study offer interesting insights to understand the general trends, and beyond.