Engaging Storytelling
The Play
New authoritarian leaders excel in articulating an engaging story that connects emotionally with their base. Their storytelling effectively galvanizes support by creating a sense of urgency, identifying an enemy, and positioning the leader as the indispensable hero with the needed solutions.
This narrative approach not only simplifies complex issues but also fosters a strong sense of unity and purpose among followers. By tapping into deeply held fears and aspirations, these leaders craft a compelling vision that resonates widely, ensuring their messages dominate the public discourse and overshadow alternative viewpoints.
What does it look like?
1. Crisis enhancement
Leaders often begin by highlighting or exacerbating a sense of crisis. This could be an economic downturn, a perceived threat from external forces against the nation, or social changes that unsettle and challenge traditional norms and values. The crisis is framed in a way that makes it feel urgent and existential, thereby justifying extraordinary measures to address it, even at the cost of democratic rights.
2. Naming the enemy (real or imagined)
The next step involves identifying an enemy responsible for or benefiting from the crisis. This enemy can be internal, like political opponents −the elites, "the deep state," specific ethnic or social groups− or external −other nations or international organizations. Thus, the "us vs. them" dynamic strengthens in-group loyalty and stigmatizes opposition.
3. Simple remedies
The solutions offered are typically simplistic and direct, appealing to emotions rather than detailed policy discussions. They often promise to restore order, protect the family or the nation, bring back lost greatness, or rectify injustices. The simplicity of the solutions makes it accessible and attractive to a broader audience, bypassing the complexities that real solutions often entail.
4. Who will save us now
The solution can only come from the hands of a leader, the only one capable of delivering and often styled as a strongman, protector, or savior. This persona is crafted to resonate with the "ordinary people," with a touch of nostalgia that invokes a glorified past to which only they can bring back to us.
Who's done it?
USA: Donald Trump
Inmigration as an Existential Crisis
From his early days as a contender in the Republican primaries for the 2016 presidential election until today, Trump has positioned immigration and the southern border as a continuous crisis and existential threat to the U.S. He has frequently employed stark and dramatic rhetoric to emphasize the urgency and danger he claims immigration poses, and as the years go by, he has succeeded in making this the Republican party's stance on the matter, making immigration one of the top issues in the political agenda and the streets.
"We MUST have strong borders and stop illegal immigration. Without that we do not have a country. Also, Mexico is killing the U.S. on trade. WIN!"
Hungary: Viktor Orbán
Soros is the Enemy
Viktor Orbán has consistently portrayed immigrants, especially Muslims, as a threat to Hungary's Christian cultural identity. He also frames the European Union's policies, particularly around migration and sovereignty, positioning Hungary as a victim of EU bureaucracy and liberalism. Furthermore, he accomplished embodying "the enemy" in a particular person behind the curtains: George Soros, the Hungarian-born Jewish financier and philanthropist.
"We are fighting an enemy that is different from us. Not open, but hiding; not straightforward but crafty; not honest but base; not national but international; does not believe in working but speculates with money; does not have its own homeland but feels it owns the whole world."
Argentina: Javier Milei
Easy Fixer
After a decade of economic crisis and soaring three-digit inflation, attributed to the "political caste" by Javier Milei, the libertarian candidate was elected, offering a simple combo solution: a dollar bill and a chainsaw. The dollar stood for the dollarization of the economy and the end of inflation. At the same time, the tool signified the severe reduction of the state structure, including the Central Bank, filled with "thieves" and "slackers" who take advantage of honest Argentinians.
"The Central Bank is an immoral entity because it steals from the people through inflation, and the only way to end this theft is by eliminating the Central Bank."
Egypt: Abdel Fattah el-Sisi
Here Comes the Savior After the Arab Spring Egypt faced significant political instability and a surge in terrorism, particularly from Islamist militants in the Sinai region and other parts of the country. Sisi frames terrorism as an existential threat not only to the security of the Egyptian state but also to its cultural and religious foundations. In this context, he has positioned himself as the indispensable leader capable of restoring order and stability.
"I am responsible for protecting this nation and its people. I will do whatever it takes to restore peace and stability".
What can democrats learn?
1. Crises Are Opportunities for Democracy as Well
The crisis we face is not just a crisis of democracy—it is a civilizational crisis that will persist for years to come. However, these challenges also create opportunities for democracy defenders to demonstrate the strength and resilience of democratic values. The key is to focus on community-driven responses that tackle real issues. Start with shared values, aim for common goals, and highlight success stories and practical solutions to show that democracy can deliver.
2. Redefine Polarization
In politics, storytelling isn't just about logic; it's about creating a strong sense of belonging to one side and defining opposition to the other. Every story needs an adversary, and drawing a line between "us" and "them" helps unite supporters and clearly identify the opposition. Highlighting shared enemies, such as corruption or injustice, clarifies where people should stand in the face of a common threat.
3. Keep It Simple
Simplification does not mean losing accuracy—it is possible to present truthful, practical solutions in a clear and direct way. Using symbols and metaphors makes messages more memorable and impactful. You can engage a wider audience without compromising integrity by breaking down complex policies into clear, honest, and relatable terms.
4. Personal Leadership Is Essential
The trend in contemporary politics is that political references and allegiances are increasingly built around individuals rather than parties. Building such personal references is crucial for effective political communication today. Leaders who embody different audiences' values and aspirations can create powerful and compelling narratives that engage and move supporters.
5. Tell the Story of the People
To counter authoritarian storytelling, democrats must craft narratives that highlight the resilience, ingenuity, and power of ordinary citizens. Start by understanding precisely what people need and how to respond effectively to those needs, then portray them through the direct testimonies of everyday citizens. Illustrate how communities, by working together, have overcome challenges and driven positive change. By telling the story of common people, you can inspire a sense of agency and solidarity, reminding citizens that they are the true protagonists of democracy while contrasting this with the cult of personality found in the narrative of authoritarian leaders.
Learn more
D-Hub Resources
- D-Hub. 2024. "Learning from Authoritarians". Working Papers #1.
Other Resources
- DiMauro, Daniel & Morgan Pehme. 2017. "Get Me Roger Stone."
- Matovski, Aleksandar. 2021. "Popular Dictatorships."
- Seargeant, Philip. 2020. "The Art of Political Storytelling."
- Throughline. 2024. "The Conspiracy Files." NPR.
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