A New Disruptive Style
The Play
New authoritarians have a peculiar style of political leadership. They usually tell lies and make outrageous statements, contradict themselves, and promise what they know they will not deliver. They also identify new enemies among minority segments.
Like a tornado, they came onto the scene to challenge our notions of institutional politics, branding it as inherently corrupt and flawed while presenting themselves as 'common people.' They question standard ideas of right and wrong, promising to ruthlessly sweep away everything that does not work.
These leaders deliberately try to distance themselves from the image of traditional politicians, from their vocabulary to their attire, manners, and practices. These efforts operate in campaign mode 24/7, where everything revolves around the leader's personality, leaving little space for other officials.
Thanks to their distinctive use of social media, all their messages, once unacceptable in traditional media and perceived as too disruptive for a reasonable editorial line, can now be spread. In the digital realm, they act not as traditional leaders but as celebrities.
What does it look like?
1. Challenge to Traditional Institutions
Authoritarians intentionally distance themselves from traditional political institutions as part of their narrative against the 'establishment' or 'elites.' They challenge the legitimacy and functionality of institutions, portraying them as corrupt, outdated, inefficient, or controlled by special interests. While their critiques may contain some truth, experience shows their true goal is rarely reform. Instead, they use this rhetoric as a pretext to replace existing institutions with their own corrupt networks, consolidating power rather than promoting genuine change.
2. Private life made public
These leaders leverage social media to portray themselves not as distant politicians but as relatable, everyday people. They share intimate details of their personal lives, turning private moments into public spectacles. This strategy humanizes them and builds a sense of closeness with their audience, making them seem more authentic and trustworthy.
3. Genuine style and middle finger energy
New authoritarians tend to embody a unique identity, with a distinct style. From their wardrobe to their personal habits, they often purposely distance themselves from the typical political archetype. In doing so, they seek to project an 'outsider' image. They claim to say what politicians 'don't dare to say' and proudly exhibit a 'middle finger energy' to reinforce the idea that they tell it like it is—no bullshit here. Ultimately, authoritarians know that their base, and many other voters, dislike the political elites and will applaud when someone gives them the finger in response.
4. Plain speaking
To support their anti-elite approach, these leaders avoid jargon and use plain language to ensure accessibility and resonance among diverse audiences. This use of ordinary language consolidates their image as accessible and approachable leaders. In their discourse, they often offer simple explanations for complex subjects. By simplifying social issues and presenting straightforward solutions, they project an image of decisiveness and competence.
5. 24/7 campaign mode
These leaders operate in perpetual campaign mode, blurring the lines between electioneering and governance. For them, the battlefield never rests—the 'us vs. them' cycle is constant. They position themselves as champions against an enemy, real or perceived, always in a race to win over voters.
6. Everything revolves around them
New authoritarians cultivate a highly personalized leadership style, leaving little room for other officials or politicians to gain prominence in the public sphere. They transform political parties into personalist vehicles, ensuring that the party's identity and survival depend on the leader's popularity. They are the ones 'in charge.' If a decision proves unpopular, they often shift blame to a subordinate and adjust their approach to stay aligned with their base's aspirations.
Who's done it?
Brazil: Eduardo Bolsonaro
Public Intimacy
Eduardo, son of Jair Bolsonaro, leverages social media to present himself not as a distant politician but as a relatable, everyday person. He has embraced this strategy, sharing personal milestones online. He even posted family photos and shared the intimate moment of his wife, Heloísa Wolf, giving birth to their son. His calculation is that by humanizing himself, he fosters a deeper connection with his followers. By exposing these private moments, Eduardo Bolsonaro blurs the line between politician and person, reinforcing his authenticity and building a loyal follower base, as supporters feel they share his personal joys and life journey.
"By the grace of God, it was a calm, natural birth without anesthesia. (...) Endless happiness! 💙 Thank you @drafernandamallmann for guiding me through this beautiful journey for the second time, and to our wonderful team, and to the brilliant photographers for the beautiful shots once again."
USA: Donald Trump
Plain Speaker
Trump is not a typical strong speaker. In fact, his rhetoric is a parade of scattered thoughts, sudden departures from themes, odd side remarks, and hard-to-follow tangents. Yet this apparent chaos is calculated. In his choice of language, Donald Trump has a deliberate method. His way of speaking (he calls it "the weave") follows a stream-of-consciousness approach that, if you know what he's talking about, is incredibly easy to follow—and his audience usually does. His honest-sounding style sends the signal that he goes "with his gut," appearing fresh and unscripted, as if he is shooting from the hip. But it's all purposeful—Trump knows this style resonates and exploits it to build rapport. Trump's simple speaking style, with the repetition of graphic imagery and vivid words, gives the impression that politics is straightforward and easy.
"Take back the oil. Once you go over and take back that oil, they have nothing. You bomb the hell out of them, and then you encircle it, and then you go in."
Argentina: Javier Milei
The Ultimate Outsider
Time will tell whether Milei fully embraces authoritarianism, but for now, he exemplifies the disruptive populist style that authoritarians have brought to the political scene. During his campaign, he deliberately crafted the image of a rock star rather than a traditional presidential candidate. He entered rallies by moving through the crowd to loud, evocative music, creating a spectacle. On television, he adopted a populist showman persona—disruptive, rude, and highly aggressive. His demeanor and expressions sharply contrasted with political elites, ensuring high TV ratings and, more importantly, the creation of short, viral-ready clips, particularly on TikTok.
"The political caste is parasitic, crooked, and useless!"
India: Narendra Modi
Campaign Mode, 24/7
Despite years in power, Modi remains fixated on staying at the center of public attention. While avoiding press conferences, he ensures his omnipresence through constant media exposure, a vast network of influencers and WhatsApp groups, and frequent appearances at high-profile public events. At these events, he employs emotional and symbolic rhetoric. As a former "chai wallah" (street tea seller) with no wife or children, he cultivates the image of a self-made man from humble origins, devoted entirely to the nation. His direct and immediate communication strategy culminates in Mann Ki Baat ("Talking from the Heart"), a monthly radio program where he addresses the Indian people. This fuels his followers' engagement and enthusiasm while deflecting attention from criticism and internal issues.
"Mann Ki Baat allows me to showcase the best of India to the people of India."
Philippines: Rodrigo Duterte
All Power in One Man
Duterte cemented his image as a quintessential strongman during his presidency, dominating Philippine politics with an iron grip. From the moment he took office in 2016, Duterte positioned himself as a plain speaker and a tough leader. His approach to governance revolved around his personal authority, portraying himself as the ultimate figure, unafraid to make tough decisions and enforce them with ruthless efficiency, no matter the cost. He was not just a government leader; he embodied the government. His word was the law, and his persona was linked to every major policy and initiative. Revered by his supporters as a father figure, Duterte's leadership style combined populist appeal with authoritarian tactics. Even after stepping down in 2022, his legacy as a strongman leader continues to shape the nation's political landscape, with his authority and vision deeply ingrained in the public consciousness.
"If you destroy my country, I will kill you. To those who destroy the young people of my country, I will kill you. I will run after you because I love my country."
What can democrats learn?
1. Charismatic Leadership Is Required
Democrats must position themselves as central figures and key points of reference. Voters in at-risk countries seek strong leadership—someone who can take action, a 'change-maker' who demonstrates the ability to deliver real results. They respond to authentic leaders who connect on a personal level and inspire passionate support.
2. Complex Problems Can Be Simplified
Speaking clearly and directly is crucial in a world where information is consumed rapidly and the attention span is limited. Simple and direct language positions leaders as accessible and approachable figures, offering simplified explanations for complex issues. Simplification does not necessarily mean giving up on correctness or precision; it means distilling complex issues into clear, understandable terms without sacrificing the depth or accuracy of the underlying ideas. Do not try to please the experts, talk to the people.
3. Public Institutions Need to Renew Trust and Purpose
In today's political landscape, parties and institutions have lost much of their public credibility. Many people believe the status quo must be challenged—and with good reason. A strong pro-democracy message must acknowledge this frustration, directly addressing widespread dissatisfaction with political parties and representative institutions. At the same time, it must offer a renewed vision for politics and a clear, actionable plan for the future—one that resonates with the needs and aspirations of ordinary people.
4. The Campaign Never Ends
Today, there is no distinction between 'campaign period' and 'governing period'—the political battle is nonstop. To stay competitive, we must operate in permanent campaign mode, maintaining constant influence over the political narrative. This ensures our message and presence remain at the center of public attention.
5. Tangible Results
Elected authoritarians dominate public debate through compelling storytelling. They may flood the discourse with rhetoric, but ultimately, what matters most is whether people can put food on the table. Their success or failure ultimately depends on their ability to deliver policies that improve people's well-being. For democracy defenders, the lesson is clear: it is not enough to expose authoritarian rhetoric. They must craft their own compelling narratives—grounded in real solutions—that address people's everyday struggles. And once in power, they must deliver tangible results through policies that improve lives, proving that democracy is not just an ideal but a system that works for the people.
6. Be One of the People
The perception of democratic leaders as 'the elite' is killing us. To counter this, they must genuinely reconnect with the people they represent—not as a strategy, but as a way of functioning. This means being present in communities, listening firsthand, and demonstrating through daily actions that they understand and share the struggles of ordinary citizens. Only authentic engagement can dismantle the idea that democratic leaders are out-of-touch elites. This connection must be consistent and real—any attempt to fake it will be exposed, and once trust is lost, it is nearly impossible to regain.
Learn more
D-Hub Resources
- D-Hub. 2024. "The Triumph of the Outsider." The Fight for Democracy Chronicles, Volume 2.
- D-Hub. 2024. "Influencer-in-Chief." The Fight for Democracy Chronicles, Volume 4.
Other Resources
- El Faro. 2022. "How Bukele Crafted a Best-Selling Political Brand."
- Franz, Erica; Andrea Kendall-Taylor & Joe Wright. 2024. "The Origins of Elected Strongmen."
- Gaslit Nation - 2023. "How to Stand Up to a Bully."
- Klein, Ezra & John Ganz. 2024. "The Rise of Middle Finger Politics." The Ezra Klein Show.
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