The Anti-Authoritarian Toolkit, by D-HUB
Volume 01 | The Authoritarian Playbook

Strong Ideas, Emotional Appeal

Fueling Passion in the Public Debate.

The Play

New authoritarian leaders have mastered the art of stirring emotions. Their ideas and ideology may be harsh and forceful, but they are wrapped in an emotional package that amplifies their impact. Their formula lies in seamlessly blending ideas with emotions to maximize influence.

Their emotional cocktail—a mix of fear, hope, fury, and even empathy—reinforces their message. For elected authoritarians, maintaining high emotional intensity and commanding attention is essential to sustaining political control.

This emotional appeal provokes a visceral, fervent response among their followers, generating euphoria that starkly contrasts with the apathy of other social groups. Many simply 'tune out', overwhelmed by the relentless intensity and feeling that their concerns are drowned out in a space dominated by authoritarian rhetoric.

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What does it look like?

1. To stir emotions with ideas

New authoritarians seek to evoke emotional appeal while communicating their ideas. As a result, their messages are carefully crafted in simple, direct forms designed to instantly capture attention and provoke an affective response to their proposals—even if those proposals are sometimes misleading, false, or outright lies.

2. What matters is what moves people

Their approach is often pragmatic, prioritizing adaptability over consistency. If they need to change their positions to align with what is most advantageous at a given moment, they simply do so—even if it means openly contradicting themselves.

3. Turning people's fears into anger

New authoritarians tap into their audience's deepest fears by exploiting societal anxieties—economic instability, cultural change, or perceived threats to national identity and security. They amplify these fears through relentless repetition, drowning out more nuanced discussions. Once fear takes hold, they direct it toward a target—specific groups or failed institutions—channeling frustration into anger. This anger creates the illusion of empowerment, fostering unity and a sense of purpose among their supporters.

4. Entertainment and joy to keep the base enthralled

Authoritarian leaders cultivate euphoria and a strong sense of identity among their base. Symbols, slogans, and rituals create a sense of belonging and purpose, while national or cultural identity celebrations keep followers engaged and motivated. Mocking adversaries becomes another source of unity and entertainment, often reinforced through humor and merchandise. In this euphoric atmosphere, complexities are dismissed, and the leader is seen as the only one capable of solving everything.

5. The apathy of "the others"

New authoritarians have learned that apathy and cynicism among certain social groups are powerful tools for maintaining dominance. Their goal isn't to win over those who oppose them but to cultivate a sense of helplessness that leads to disengagement. For authoritarians, the apathy of their opponents is the necessary counterpart to the constant euphoria of their base. By fostering political nihilism—the belief that all politicians are corrupt and that change is impossible—they ensure that opposition feels demoralized and powerless. When people believe nothing can be changed, authoritarian dominance remains unchallenged.

Who's done it?

USA: Donald Trump

A Bridge to the Unconscious

Trump's speeches are driven by emotion and carefully crafted in alignment with public opinion studies, social listening, and sentiment analysis. His appeal lies in his masterful salesmanship tactics and catchphrases that resonate deeply with the audience's unconscious mind. Trump employs inflammatory slogans and provocative tones to stir anger, fear, and indignation. By harnessing these emotions, he ensures he captivates public attention, keeps his audience euphoric and mobilized, and dominates the news cycle.

"When Mexico sends its people, they're not sending their best (...) They're bringing drugs. They're bringing crime. They're rapists."

Brazil: Jair Bolsonaro

God and Brazilian Pride

Bolsonaro's style, characterized by its informality and intensity, appealed to people's visceral instincts. His dramatic expressions and gestures reinforced his image as a "common Brazilian man" fighting against a corrupt and dangerous enemy. Bolsonaro's campaign did not emphasize public policies but relied heavily on disseminating polarizing slogans and imagery steeped in nationalistic and religious overtones designed to evoke deep-seated emotions.

"We are going to unite the people, rescue the family, respect religions and our Judeo-Christian tradition, combat gender ideology, conserving our values."

Germany: Alternative for Germany (AfD)

Exploiting Fear and Rage

The Alternative für Deutschland (AfD) party has weaponized fear and resentment to boost its support, portraying immigrants as threats to Germany's security while simultaneously attacking mainstream parties. Unapologetically, the party seizes on violent incidents—such as the deadly attack in Saxony-Anhalt and the stabbings in Mannheim and Solingen—to fuel anti-immigrant sentiment and blame politicians for what it calls "a monstrous political failure." Using these tragic events, AfD leaders call for mass deportations of migrants under the banner of "remigration" and promote cohesion for "Germans and Christians." By stoking outrage and fear, the AfD positions itself as the only political force defending "ordinary citizens."

"Burkas, girls in headscarves, knife-wielding men on government benefits and other good-for-nothing people are not going to ensure our prosperity." Alice Weidel

Argentina: Javier Milei

Rock the Boat

Milei understood that people do not want to see long faces; they seek joy and enthusiasm. As traditional political speeches are boring, his campaign was primarily organized around "caravans," where he paraded in a convertible, showcasing symbols and physical metaphors representing his key campaign messages. He famously wielded a chainsaw to symbolize the cuts a "bloated state run by the elite" needed. Milei embraced the power of visual storytelling. As president, he continues to be a populist showman, even hosting rock concerts.

"I'm a fan of the Rolling Stones and I use their energy to carry my message of freedom and break away from old politics."

El Salvador: Nayib Bukele

The Art of Inducing Apathy

Bukele deliberately fosters apathy and political nihilism among non-supporters to maintain control. In the last election, his strategy was clear: energize his base while discouraging his opponents. By creating an atmosphere of disengagement and cynicism, he ensured that detractors felt powerless and disillusioned, convinced that resistance was futile. With his supporters in a state of euphoria and his opposition demoralized, Bukele dominated the narrative space and consolidated power with little resistance. His calculated use of apathy and nihilism allowed him to operate unchallenged, reinforcing the belief that there was no viable alternative to his rule. By making opposition seem pointless, he tightened his grip on power.

The voter turnout in El Salvador was about 52%, a low turnout compared to recent elections in Central America, where participation is around 60% and far from the 73% of the rest of the region.

What can democrats learn?

1. Communicate Politics Through Emotions

Today, more than ever, creating emotional responses is crucial for maintaining influence. Thus, the emotional relevance of a political message is key to mobilizing and keeping a loyal base of supporters. It's not that rationally grounded messages are no longer helpful, but they must be reinterpreted through an emotional lens to be effective.

2. What Matters Is the Cake, Not the Recipe

Focus on the outcome, the visible and comprehensible impact of the actions you want to undertake, rather than the process entailed to achieve it. The detailed description of proposals or public policies is less critical than the tangible impact these can have. Therefore, center your speech and narrative on how specific measures improve everyday well-being and consolidate emotional support.

3. Respond to Fear With Hope

Fear is a powerful tool in political communication, and new authoritarians wield it skillfully. When addressing fear, it's crucial to strike the right balance—excessive fearmongering can backfire and damage credibility. If authoritarians overplay their fear tactics, humor can be a powerful tool to expose their exaggerations and deflate their narrative.

But ultimately, the best way to counter fear is to offer hope. Fear may position you as an option, but a positive, inspiring agenda will make you THE option.

4. Create Spaces People Can Belong To

In an era of often superficial and shallow connections, people yearn for spaces where they can genuinely feel they belong. Cultivate a sense of community in environments where followers can experience the warmth of unity and shared identity. Fun and enjoyment are crucial to motivating the base and fostering group cohesion.

5. Wake Up Call Against Apathy

Your base must feel that the fight is meaningful and directly involves them. The more people believe that change is impossible, the more this belief becomes a self-fulfilling prophecy—ensuring that no change occurs. Countering apathy and nihilism is crucial. Passivity benefits authoritarians, allowing them to operate unchecked and without significant resistance.

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D-Hub Resources

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Volume 01

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Flood the Zone with Shit

It's not about persuasion; it's about disorientation.

Engaging Storytelling

The narrative formula that sticks.