Effects of Economic and Symbolic Threat Appeals in Right-Wing Populist Advertising on Anti-Immigrant Attitudes: The Impact of Textual and Visual Appeals

Abstract

Right-wing populist parties portray immigrants as economic or symbolic threats in their political advertisements by constructing a moral divide between the “good” ordinary people and “bad” immigrants. Yet, it remains unclear how these different threat appeals contribute to the formation of anti-immigrant attitudes among citizens and what role visual elements play in producing these effects. A survey-experiment with a quota sample of 471 participants reveals that, overall, symbolic threat appeals exert stronger effects on anti-immigrant attitudes than economic ones. When presented via text alone, only symbolic—not economic—threat appeals increased anti-immigrant attitudes via the activation of heuristic processing such as the reliance on negative stereotypes or feelings of anxiety, in particular among lower-educated citizens. When visuals were present, both types of threat appeals enhanced anti-immigrant attitudes among citizens across all education levels based on heuristic processing. Additionally, high image-text congruency induced cognitive argument approval resulting in higher anti-immigrant attitudes.