Work

Setting the tone: the diffusion of moral and moral-emotional appeals across political and public discourse

Year: 2024

Type: article

Abstract: Whether a topic is seen in a moral or moral-emotional light has significant political implications. Yet, we lack knowledge about the process of moralization: Who defines the way topics are communicated about? Where prior research has investigated the relative power of different actors to place a topic on the agenda or shape opinions, we study who sets the moral and moral-emotional tone of debate. To do so, we zoom in on immigration discourse in Germany and analyze fine-grained social media data from politicians, political parties, newspapers, and members of the public over a period of more than four years. After employing a transformer model to identify moral and moral-emotional appeals, we use structural vector autoregression models to demonstrate the important role of radical-right challengers in shaping public discourse in a negative moral-emotional direction. The results inform theories of moralization and political entrepreneurship.

Source: Political Science Research and Methods

DOI: 10.1017/psrm.2024.34

Authors: Tobias Widmann, Kristina Bakkær Simonsen

Institution: Aarhus University

Language: English

Topic: Populism, Right-Wing Movements

Subfield: Political Science and International Relations

Field: Social Sciences

Domain: Social Sciences

SDG: Peace, justice, and strong institutions

Open Access status: hybrid

Estimated APC paid: $3,450