Sexualizing pop culture figures has been a longstanding tradition. From Cleopatra to Marilyn Monroe, celebrities have always used their bodies to promote themselves.
This trend is becoming increasingly common in politics too. Populist leaders who champion "traditional values" are often portrayed as strong, masculine men with powerful physiques and good looks. The media often focuses on physical features such as hair color, facial expression, height, muscularity, or clothing choices. This phenomenon may be explained using cognitive-affective psychology models of human behavior.
According to these theories, humans are hardwired to seek out attractive mates for procreation. Physical appearance is an important signal of fertility, health, and social status. In addition, people tend to form positive associations with attractive individuals and negative ones with unattractive ones. Sexual attraction is also strongly influenced by cultural norms and expectations. Therefore, it is possible that followers of populist leaders become more loyal when they perceive them as sexually attractive.
Populists often employ sexual imagery and language to appeal to their base.
Donald Trump described himself as a "sex symbol" during his presidential campaign, while Brazil's Jair Bolsonaro has referred to himself as a "macho man." Some scholars argue that this strategy works because it taps into primal desires and triggers emotional responses in the brain. When we see someone who is confident, aggressive, or dominant, our brains release dopamine and oxytocin - hormones associated with reward and bonding. These feelings can make us more likely to trust and support the leader.
There are limits to this approach. Studies show that sexualization can backfire if it goes too far or seems disingenuous.
Hillary Clinton was mocked for her attempts at appearing sexy during the 2016 election cycle.
Some research suggests that women may be less susceptible to sexualization than men, possibly due to biological differences in reproductive strategies.
The effectiveness of sexualization depends on context, personality traits, and perceptions of authenticity.
Cognitive-affective psychology models suggest that political leaders use physical appearance to elicit positive emotions from supporters. This phenomenon may influence voting behavior but is not universal or unlimited. More research is needed to understand how individual factors interact with societal norms and expectations in shaping political loyalty.
What psychological mechanisms underpin the sexualization of populist leaders, and how do these mechanisms influence followers' political loyalty?
According to research by scholars such as McLaughlin (2017), individuals may be drawn towards populist leaders due to their perceived status as outsiders who challenge traditional norms. This can lead to increased feelings of affiliation with the leader, which is associated with increased trust and support for their policies.