Abstract
This interview with Dominique Wirz explores the relationship between populism and its stylistic dimension, looking at the populist use of emotional communication. Populist actors try to demonstrate that they are normal citizens and do not belong to the political establishment by using an emotional, dramatised and colloquial language. Moreover, Wirz suggests that the populist ideology paints the world in black and white, restricting the possibility to express different opinions. By making such strong evaluations, populist messages are very likely to trigger emotions – negative emotions towards the bad people and positive emotions towards the good people. When confronted with the emotions elicited by the messages of populist actors, Wirz argues that people feel a strong need for immediate solutions, making populist appeals especially persuasive.
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