Abstract

The private background of populist politicians oftentimes seemingly contradicts the populist ideology—which can be taken up in political communication. Using two experiments (n_{Study 1} = 734; n_{Study 2} = 568), we investigate the effects of such ideology-inconsistent personalization on the evaluation of and voting for a populist candidate. We manipulate the politician’s localness and social class (Study 1) and traditionalism in family life (Study 2). Results reveal a number of effects on candidate evaluation which translated into voting intentions. An upper-class background of the populist politician yielded negative effects, but less so among populist voters. However, references to a cosmopolitan biography decreased perceived trustworthiness among all participants. Surprisingly, a nontraditional (i.e., homosexual) relationship was beneficial for a (female) populist.

中文翻译：

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民粹主义话语更响亮？民粹主义候选人的意识形态不一致的个性化和投票

摘要

民粹主义政客的私人背景往往与民粹主义意识形态相矛盾——这可以在政治传播中得到体现。使用两个实验（n_{研究 1} = 734；n_{研究 2}= 568），我们调查了这种意识形态不一致的个性化对民粹主义候选人的评估和投票的影响。我们操纵政治家的地方性和社会阶层（研究 1）以及家庭生活中的传统主义（研究 2）。结果揭示了对候选人评估的许多影响，这些影响转化为投票意图。民粹主义政治家的上流社会背景产生了负面影响，但在民粹主义选民中影响较小。然而，对世界性传记的引用降低了所有参与者的可信度。令人惊讶的是，非传统（即同性恋）关系对（女性）民粹主义者有利。