The social construction of fear and hatred in Italy

Are there emotions which are more relevant than others to understand and explain electoral choices? How are these emotions built and solidified? What is the role of media and social media? How can the study of emotions improve our knowledge and understanding of contemporary political dynamics at a national and international level? Can the intrinsic ambivalence and transmutation of emotions transform them in potential resources for social change? These are some of the questions addressed in this paper. Drawing on a Goffmanian and content analysis of media texts and images selected from two Italian newspapers of opposite political views, this paper highlights the way in which political consensus is manufactured, performed and maintained through an entire emotional set of feeling rules (Hochschild) and micropolitics of emotions (Ahmed). The affective registers seem to produce positive electoral outcomes across the political spectrum, but certain emotions (anger, frustration, fear) seem to be stronger, more efficacious and to last longer than others (trust, hope, love) in terms of electorally successful outcomes. Preliminary findings seem to confirm that the emotional style and the charismatic leadership are more effective when feelings such as fear, resentment and hate are at stake. But the social construction of hatred does not exclude the social construction of solidarity and other positive emotions. This is consistent with recent literature on emotions in mediated politics (Wahl-Jorgensen, 2019). Putting emotions at the centre of our analytical interpretations allow us to avoid both media banalizations and political manipulations; understanding their key role is not only relevant as an academic achievement, but also in terms of political strategies and policy recommendations at a national and international level.