Extend the context! Measuring explicit and implicit populism on three different textual levels

Abstract

This paper focuses on a methodological question regarding a content analysis tool in populism studies, namely the explicit and implicit populism approach. The study argues that scholars adopting this approach need to conduct content analysis simultaneously on different coding unit lengths, because the ratio of explicit and implicit messages varies significantly between units such as single sentences and paragraphs. While an explicit populist message consists of at least one articulated dichotomy between the “good” people and the “harmful” others, implicit populism implies that only one of the core features of the populist style is present: either people-centrism or antagonism. Due to the often fractured and occasionally dichotomous nature of populist styles, this research revolves around the idea that the explicit and implicit populist content analysis method should be performed on coding units of different lengths, as these units can yield significantly different results in the detection of populist styles. Hybrid content and statistical analyses were operationalized to scrutinize to what extent explicit, implicit, or non-populist styles change in three coding unit types with diverging lengths. The outcome supports the following suggestion: Explicit and implicit populism demand scrutiny simultaneously on one narrow and one extended textual unit.