Anne Schulz

This study explores how news messages carrying parts of the populist ideology contribute to a polarization of public opinion about populism. It combines a content analysis of news coverage on two policy areas (N = 7,119 stories) with a two-wave panel survey (N = 2,338) in four European metropolitan regions (Berlin, Paris, London, and Zurich). In three regions, unopposed media messages with a populist stance have a conditional effect on populist attitudes that depends on prior convictions. A higher dose of exposure to populist news coverage enhances both prior agreement and disagreement with populism. Although the observed interaction patterns vary between regions, the general picture suggests that populist messages in the news foster polarization between public support and disapproval of populism.

Theoretically, populism has been conceptualized as a political ideology with three sub-dimensions: anti-elitism attitudes, a preference for popular sovereignty, and a belief in the homogeneity and virtuousness of the people. However, empirical research to date has treated populist attitudes as a unidimensional construct. To address this issue, we propose to conceptualize populist attitudes as a latent higher-order construct with three distinct first-order dimensions. A 12-item inventory was developed using two survey studies conducted in Switzerland in 2014 and 2015. Exploratory and confirmatory factor analyses were used to test the construct validity of this measure of populist attitudes. The measurement that is proposed allows for a fine-grained study of populist attitudes in the general public.