The purpose of this article is to analyze how emotional and cognitive factors shape people's responses to political rhetoric that appeals to their sense of identity and belonging. Specifically, it examines the relationship between social identity and populist rhetoric, exploring how the desire for belonging can lead individuals to form strong attachments to leaders who seem to share their values and beliefs. This attachment can be erotically charged and lead to feelings of submission or identification with the leader and his/her ideology.
Identification is a psychological phenomenon in which an individual feels a close connection to another person or group, often based on shared experiences or characteristics. It involves a sense of sameness, similarity, and affiliation. In the context of politics, identification may manifest as loyalty towards a party or candidate, leading to feelings of pride and patriotic devotion.
Identification can also involve a sense of personal investment in the leader's ideas and agenda.
Submission is a state of mind wherein one accepts authority without question or resistance. It occurs when an individual perceives himself/herself as less important than others and submits to their power. Submission can take place consciously or unconsciously, and can result from fear, anxiety, or a desire for protection. Populist rhetoric can create a sense of vulnerability or threat that makes followers feel threatened and seek safety in the strength of their leader.
Eroticized loyalty refers to intense attraction or love for someone who has power over oneself, such as a parent or teacher. It is rooted in the psychoanalytic concept of transference, in which people transfer their affection and admiration onto significant figures in their lives. Eroticized loyalty can occur between individuals or groups, leading to strong emotional attachments and intense devotion. The idea of being chosen by a powerful figure can be erotically charged and lead to feelings of excitement and passion.
Populist rhetoric appeals to emotional needs related to identity and belonging, leading to forms of psychological submission, identification, or eroticized loyalty. By understanding these dynamics, we can better understand how political leaders use language to manipulate public opinion and shape social behavior.
What psychological vulnerabilities allow populist rhetoric to evoke eroticized loyalty, submission, or identification?
The eroticized loyalty of individuals toward populism can be linked to their cognitive biases that make them more susceptible to authoritarian ideologies. Such vulnerability is due to several factors such as personal traits, cultural context, and political experience. Individuals who tend to seek out simplistic solutions for complex problems are more likely to become populists. They have an innate desire for certainty, order, structure, and authority.