“Populist rhetoric often relies on emotional appeals, particularly through the use of religious narratives that amplify feelings of fear, anger and moral superiority, thus strengthening the bond between populist leaders and their followers.” — Paul A. Taggart
In contemporary global politics, religious populism has emerged as a significant force, with political leaders increasingly drawing on religious rhetoric to galvanise public support and assert moral authority. While the strategic deployment of religious symbols and narratives within populist movements has been widely analysed, the pivotal role of emotions in amplifying religious populism remains under-discussed. This article delves into the emotional dimension of religious populism, investigating how emotions serve as a mechanism through which religious populists mobilise followers, create in-group solidarity and justify political action.
Religious populism operates not only through ideological and rhetorical frameworks but also through emotional appeals that tap into the affective lives of individuals. Emotional engagement is central to populism’s outcome, particularly when intertwined with religious identity. Several emotional dynamics underpin religious populism, such as the fostering of group identity and belonging. Populist leaders often present a vision of a ‘virtuous community,’ rooted in religious values, which is contrasted against outsiders or elites portrayed as corrupt or immoral. By invoking religious identities, populists foster a sense of belonging and moral superiority. This sense of community is not simply ideological; it is deeply emotional, as it draws on feelings of loyalty, pride and shared purpose. The emotional satisfaction of being part of a righteous cause strengthens the bond between the populist leader and their followers. Not to mention that mobilisation through fear and anger has existed for the most part of history, being particularly potent in religious populist rhetoric. Leaders often cast their opponents or external groups – be they religious minorities, secular elites or foreign powers – as existential threats to the religious community. Fear of cultural or moral erosion and anger at perceived injustices are deliberately stirred to create a heightened emotional response, which in turn motivates political engagement. For example, the rhetoric of the former president of the United States of America (hereinafter: the USA), Donald Trump, about immigration and the perceived threat of losing traditional North American values played a significant role in his 2016 campaign. His call to “Make America Great Again” was rooted in the idea that North American culture was under siege, particularly by immigrants, Muslims and globalists. This fear of cultural change stirred nationalist sentiments among his supporters. While at the same time, Victor Orbán, Hungary’s Prime Minister, has used the fear of immigration, particularly from Muslim-majority countries, to stoke fear of cultural erosion in Hungary. His government’s anti-immigration rhetoric during the 2015 refugee crisis was centred around the idea that Hungarian culture, identity and Christian values were being threatened by migrants and the policies of the European Union. This strategy of mobilising against perceived threats reinforces the populist ‘us versus them’ narrative, transforming political opposition into a moral and emotional battle.
Lastly, emotions also play a crucial role in legitimising the actions of populist leaders. By framing their policies as divinely inspired or aligned with religious principles, populists evoke feelings of moral righteousness among their supporters. This emotional framework allows populist leaders to justify controversial actions, from curbing civil liberties to marginalising out-groups, under the guise of protecting the moral fabric of society. The emotional appeal to religious values transforms political decisions into moral imperatives.
But what about the mechanisms to elicit emotional responses?
Religious populists deploy various mechanisms to elicit emotional responses that strengthen their influence. They construct emotionally charged narratives that align political struggles with religious meaning. For example, India’s Prime Minister, Narendra Modi, and his Bharatiya Janata Party (hereinafter: the BJP) employ a narrative of protecting India’s Hindu identity from external threats, particularly from Muslims and Western influences. The Hindutva (Hindu nationalist) ideology, promoted by Modi, portrays political and cultural struggles as battles to preserve the purity and supremacy of Hinduism in India. This narrative aligns political struggles – such as immigration policies, religious conversions and minority rights – with the religious duty of Hindus to protect their faith. These narratives often frame the populist leader as a defender of the faith or a divinely sanctioned figure. By presenting political conflict in religious terms, populists connect with deep-rooted emotional and spiritual concerns, amplifying the emotional stakes of political participation. This strategy is particularly effective when populists position themselves as protectors of a community’s religious identity against secularisation or perceived external threats.
Religious symbols, imagery and rituals are powerful emotional triggers. Populist leaders strategically use religious ceremonies, symbols and references to evoke feelings of reverence, nostalgia or divine connection. These symbols carry emotional weight, as they have a connection to personal and collective identity, as well as historical and cultural associations, helping to deepen the emotional engagement of followers. In some cases, religious populists even appropriate religious festivals or prayers as political events, blending spiritual and political authority to enhance emotional resonance. They are, moreover, adept at tapping into the emotional grievances of their constituents. Whether the issue is economic precarity, cultural alienation or fear of moral decline, populist leaders link these concerns to religious values, evoking emotions such as outrage or despair. By positioning themselves as the champions of these grievances, populists create an emotional bond with their followers that transcends policy specifics, allowing for the cultivation of a more enduring emotional allegiance. Emotional states impair the ability to make rational decisions. In the political arena, emotional agitation causes citizens to act irrationally, making them more susceptible to following leaders who prioritise personal or group agendas over national interests.
But what about the future?
The intersection of emotions, religions and populism offers fertile ground for discussion. While emotions are a vital component of all political movements, they are particularly central to religious populism, where religious identity provides an additional layer of emotional significance. This emotional dimension transforms populist politics from a matter of policy into a moral crusade, where political outcomes are seen as either a triumph or a loss for a community’s sacred values. How about fear, hope and resentment in a world where religious populism dominates the political arena?
Addressing personal development in the political realm is critical to creating a more engaged, rational and stable citizenry. When citizens lack the tools to develop self-awareness, emotional regulation and critical thinking, they become more susceptible to external influences, particularly moral frameworks imposed by charismatic leaders or religious figures. These leaders often offer simplistic, emotionally charged narratives that fill the psychological gaps left by inadequate personal growth. By fostering personal development, politics can reduce the reliance on these external frameworks and create a more resilient society. One of the core components of personal development is emotional maturity. Citizens who are more emotionally mature are better able to control their impulses, fears and anxieties. This emotional regulation reduces the likelihood that they will be manipulated by fearmongering or emotionally charged rhetoric, which is often deployed by religious populists or authoritarian leaders. Personal development fosters self-awareness, which helps individuals recognise when they are acting based on emotion rather than logic. In the absence of this self-awareness, individuals are more prone to follow leaders who exploit their emotions, leading to decisions that serve personal or group interests rather than the broader national good. When citizens are emotionally grounded, they can more easily evaluate political arguments, policies and leaders based on reason and evidence rather than emotional appeal.
When people lack personal growth, they often seek external sources of moral certainty to fill this gap. Religious leaders or populist figures offer these ready-made moral frameworks, which can become deeply embedded in a person’s worldview. These frameworks often present the world in binary terms – good versus evil, us versus them – simplifying complex political issues into emotional narratives. Encouraging personal development through education and critical thinking reduces the need for these external frameworks. Critical thinking skills enable individuals to question simplistic narratives, understand multiple perspectives and analyse complex social issues without relying on religious or ideological dogma. This shift allows for a more nuanced, evidence-based approach to politics, where citizens are less dependent on external sources for moral or intellectual guidance.
Political systems must invest in education that goes beyond technical skills to include civic education, emotional intelligence and critical thinking. Schools should be places where citizens learn not only about governance and rights but also about managing emotions, engaging in respectful dialogue and questioning authority when necessary. To enhance genuine knowledge production in schools, personalised learning plans could be developed to focus on each student’s unique strengths and interests. By incorporating project-based learning and critical thinking exercises that encourage creativity and independent problem-solving, students can cultivate their natural talents. Additionally, regular self-reflection sessions and mentorship programs could help students build confidence and become less dependent on emotional validation, fostering resilience and a sense of autonomy in their learning process.
By doing so, politics creates a citizenry that is less reactive and more thoughtful, reducing susceptibility to emotional manipulation. Encouraging active participation in the political process can also enhance personal development. When citizens are directly involved in decision-making – through local councils, referendums or town halls – they develop a stronger sense of agency. This engagement leads to a more informed and self-confident electorate, one that is better equipped to navigate political challenges without leaning on external moral frameworks.
