Populism thrives on simple messages in complex times. Political scientist Andreas Klee explains to Sophie Hecker and Nike Tecklenborg why populist strategies—provocative, oversimplified, and emotionally affirming—resonate so strongly, and what they mean for the future of democracy.
The Definition of Populist Communication
Tecklenborg: Let’s start with a basic question: What are typical features of populist communication?
Klee: First, we need to acknowledge that the term populism is broadly debated in political science. There are many definitions. But for your purposes, the more relevant aspect is probably how populist parties are perceived in society. Essentially, populism tends to position itself at ideological extremes—either far-left or far-right. There’s no such thing as centrist populism. These parties often adopt provocative positions that break taboos. For example, demanding a wealth tax or the expropriation of the super-rich—this is classic left-wing populism, often legally or politically unfeasible. On the right, you’ll hear things like, “All people with a migration background should leave the country”—which is neither legally nor factually possible. These are statements made to provoke. That’s what makes populist strategies stand out: they exaggerate, simplify, and polarize.
Tecklenborg: So it’s more about emotional affirmation than actual political solutions?
Klee: Exactly. And it creates a dangerous loop: those who try to address complexity thoughtfully sound hesitant or boring. Those with bold, oversimplified answers get the attention—and the votes.
The Role of Social Media and Political Leaders
Hecker: Social media seems to play a big role in this dynamic. What’s your take?
Klee: Absolutely. Social media runs on algorithms that reward clarity, provocation, and extremity. So if a politician makes an outrageous claim, it spreads like wildfire. Something like “Not all SS soldiers were bad”—that kind of taboo-breaking comment triggers attention and clicks. It’s not just the far-right either. Leftist parties can go viral when they present clear opposition to the status quo. Trump perfected this style: contradicting himself, ignoring facts, saying the most outrageous things just to dominate the conversation. It’s strategic chaos.
Tecklenborg: Speaking of Trump—how do personalities like his change the role of political leaders?
Klee: We’re still figuring that out. Trump shattered many expectations. Traditionally, politics has been about consistency, international cooperation, and mutual trust. He broke with all that—daily. The aim seems to be to become a leader to whom anything is possible, untethered by convention. That gives a kind of power and unpredictability. And that unpredictability has real consequences, globally.
Hecker: Who are the people most vulnerable to this misinformation and populist messages?
Klee: In Germany, you can’t reduce it to one demographic. While the AfD is more likely to be supported by men, older individuals, or those with less income and education—that’s not exclusive. Support cuts across society. It’s more about general disillusionment with how politics has been conducted. In the U.S., it’s clearer. There, it’s often rural, religious, socially conservative populations. And there, polarization is even more extreme than here.
The Erosion of Trust in Democratic Institutions
Tecklenborg: And what does this do to trust in democratic institutions?
Klee: It’s devastating. Democracy relies on transparency and truth. Institutions must be accountable and fact-based. If that foundation erodes—through systematic discrediting of media, science, and political norms—we lose the ability to agree on basic facts. And without that, everything becomes relative, manipulable. Fact-checking and investigative journalism are essential to maintaining this trust.
Hecker: What do you think: Where is democracy in Europe heading as populism gains ground?
Klee: Nobody expected things to shift this way. There was once a belief that liberal democracy would just continue to spread. But perhaps we’re reaching a saturation point — where complexity, diversity, and freedom feel overwhelming for many. That can spark backlash: a desire for simplicity, for authority. It might mean a period of rollback, of stagnation, where democratic norms are renegotiated. Let’s hope we come out of it stronger.
RESEARCH | ARTICLE © Sophie Hecker and Nike Tecklenborg | Jade University of Applied Sciences (Wilhelmshaven, Germany)
