![]() ![]() The essential idea of this refined perspective is that messages containing one articulated “us versus them” dichotomy are classified as explicit populism (EP), while messages containing either people-centric or antagonistic expressions are classified as implicit populism (IP) ( Tóth, 2020). In recent years, a new content analysis perspective, based on a distinction between explicit and implicit populism, has emerged in the research field of political communication. Consequently, scholars focus on the communicational dimension of the phenomenon, and analyze the various forms it takes ( Gründl, 2020). Populism shapes political communication, as it defines dichotomous ideas and attracts adaptations from political agents (Bracciale and Martella, 2017): Most left- and right-wing political actors, and everyone in between, employ at least the stylistic elements of populism to some extent (Hawkins et al., 2019). The outcome supports the following suggestion: Explicit and implicit populism demand scrutiny simultaneously on one narrow and one extended textual unit. 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. 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. ![]() ![]() 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. 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. This paper focuses on a methodological question regarding a content analysis tool in populism studies, namely the explicit and implicit populism approach. ![]()
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