Our agent-based simulations show that non-populist rhetoric, exemplified by former New Zealand Prime Minister Jacinda Ardern, fosters societal cohesion through positivity, inclusivity, and broad audience engagement. By maintaining a “middle ground,” it promotes civil discourse and prevents ideological divisions from deepening into polarization. Inclusive language ensures all groups feel recognized, addressing societal fractures. In contrast, populist rhetoric, typified by Turkish President Recep Tayyip Erdogan, reinforces divides through negativity and exclusion. By antagonizing outgroups and amplifying grievances, it fosters conflict and consolidates ingroup loyalty at the expense of societal harmony. This sharp contrast highlights the stabilizing potential of inclusive rhetoric versus the fragmenting impact of populist communication.
By Ana-Maria Bliuc*, John Betts** & Ihsan Yilmaz
Introduction
Charismatic leaders hold extraordinary influence over their audiences, shaping the emotional and ideological contours of polarization. Their rhetoric can intensify divisions when it is extreme or reduce tensions when it emphasizes inclusivity and moderation (Betts & Bliuc, 2022; Bliuc et al., 2023; Bliuc et al., 2024). Through emotional appeals, they cultivate trust, admiration, and even anger, channeling these emotions into collective action. However, this influence is complex: emotional appeals often create feedback loops that deepen loyalty while perpetuating divisive rhetoric. The “awestruck effect,” where followers suppress their emotions in response to a leader’s overwhelming presence, highlights the intensity of this dynamic. Additionally, charisma can be contagious, fostering intra-group cohesion while amplifying intergroup polarization.
This article explores how populist and non-populist rhetoric influences societal polarization, focusing on the speeches of Turkish President Recep Tayyip Erdogan and former New Zealand Prime Minister Jacinda Ardern between 2017 and 2023. We present preliminary findings from our ongoing research, which uses linguistic analysis and computational modelling to understand how their communication styles shape societal dynamics. Erdogan’s speeches often reflect populist tendencies, using divisive language to define “the people” in opposition to “the elite” and “the others,” reinforcing group divisions. In contrast, Ardern’s rhetoric emphasizes inclusivity and optimism, promoting unity and social cohesion. These contrasting approaches offer valuable insights into the role of leadership communication in fostering either polarization or cohesion.
Our analysis uses tools such as Linguistic Inquiry and Word Count (LIWC) and Natural Language Processing (NLP) to examine the tone, content, and inclusivity of their speeches. Additionally, we apply an agent-based model (ABM) to simulate how these rhetorical styles influence societal divisions over time. The ABM treats individuals as “agents” with distinct responses to messages, allowing us to explore how individual reactions can shape larger societal trends like polarization or unity. This ongoing research aims to shed light on how leaders’ rhetoric impacts societal cohesion or division. This preliminary analysis offers critical insights into how political communication shapes group dynamics, paving the way for further exploration of its long-term effects on societal cohesion or division.
Populists and Polarization
Populism is often a significant driver of societal polarization. Populist leaders, particularly those with charismatic appeal, play a central role in driving polarization. Their rhetoric often mobilizes emotions such as anger and fear, framing societal divides as existential battles (Inglehart & Norris, 2016). Right-wing populists tend to focus on issues like immigration and national sovereignty, while left-wing populists emphasize economic inequality and social justice. Regardless of ideological orientation, their communication strategies frequently amplify societal divisions by fostering in-group loyalty and out-group hostility (Hawkins, 2009).
Populist leaders often employ divisive rhetoric that frames societal conflicts as a struggle between a virtuous “people” and a corrupt “elite,” thereby deepening societal divisions. This “us versus them” narrative simplifies complex issues and fosters an environment of distrust and animosity among different social groups. The emotional and moralistic language used by populists can exacerbate polarization by reinforcing in-group solidarity while marginalizing out-groups. The relationship between populism and polarization is particularly acute in contexts where political institutions are weak or trust in governance is low.
Erdogan’s Populism

Recep Tayyip Erdogan’s populism has become a defining feature of Turkey’s contemporary political landscape. His leadership, particularly as head of the Justice and Development Party (AKP), illustrates a shift towards “civilizational populism.” This approach frames political conflicts not merely in terms of domestic divides but as existential struggles between competing civilizational identities, with Erdogan positioning himself and the AKP as defenders of Islamic values against secular and Western influences (Yilmaz & Morieson, 2022).
Erdogan’s populist rhetoric constructs a binary between the “pure and virtuous people” and the “corrupt elite,” with the latter often described as Westernized secularists who are portrayed as out of touch with Turkey’s authentic Islamic identity. This narrative draws on historical grievances, including the marginalization of religious conservatives during the Kemalist era, to galvanize his base. By invoking Turkey’s Ottoman-Islamic heritage, Erdogan aligns himself with a broader “Islamic civilization” and situates his leadership within a narrative of resistance to Western domination and secular modernity (Yilmaz & Morieson 2023; Morieson et al., 2024).
One hallmark of Erdogan’s populism is his strategic use of crises to consolidate power and deepen polarization. For example, in the aftermath of the 2016 failed coup attempt, Erdogan framed the event as an existential threat orchestrated by foreign conspirators and domestic traitors, which justified the purging of perceived enemies within the state and society. His narrative positioned the AKP as the sole protector of national sovereignty and religious values, marginalizing dissenters as enemies of the state and Islam (Tas, 2020). Civilizational populism also extends to Erdogan’s foreign policy. His rhetoric frequently portrays Turkey as the leader of the Muslim world, defending Islamic interests against a hostile West (Yilmaz & Bashirov, 2018).
Jacinda Ardern’s Leadership and Inclusive Rhetoric
Jacinda Ardern’s leadership as Prime Minister of New Zealand (2017–2023) offers a compelling example of how inclusive and empathetic rhetoric can foster societal cohesion in a world increasingly divided by polarization. Unlike populist leaders who often amplify divisions through exclusivity and antagonism, Ardern’s communication style is characterized by optimism, inclusivity, and a focus on collective well-being. Her leadership emphasized unity over division and shared values over antagonistic narratives.
One of the defining moments of Ardern’s tenure was her response to the 2019 Christchurch Mosque attacks, in which 51 people lost their lives in an act of white supremacist terrorism. Ardern’s immediate response, marked by empathy and solidarity, included public expressions of grief, wearing a hijab to demonstrate respect for Muslim communities, and categorically denouncing hate. Her government’s “Wellbeing Budget,” introduced in 2019, shifted the focus of governance from traditional economic indicators to measures of societal well-being, such as mental health, child poverty, and environmental sustainability. During the COVID-19 pandemic, Ardern’s empathetic communication style played a pivotal role in maintaining public trust and compliance. Her use of direct communication through social media, coupled with clear and consistent messaging, fostered a sense of unity and shared purpose (Craig, 2021).
Unlike the divisive strategies often employed by populist leaders such as Erdogan, Ardern’s rhetoric consistently avoided antagonism, focusing instead on fostering dialogue and inclusivity. Her communication style offers an alternative to traditional populism, highlighting the capacity of empathetic and inclusive leadership to bridge divides and promote societal cohesion.
Contrasts in Rhetorical Styles
The analysis of speeches delivered by Erdogan and Ardern highlights striking contrasts in their rhetorical styles. Erdogan’s speeches are characterized by brevity, negativity, and exclusivity, with an average length of 430 words compared to Ardern’s more expansive 2,051 words. His frequent appeals to a specific ingroup and the simultaneous exclusion or demonization of outgroups reflect a populist approach. This rhetoric employs divisive language that frames societal dynamics in binary terms: a virtuous “us” versus a corrupt or threatening “them.” Language tokens show the content of his speeches to be focused on Turkey’s prominence in the world (“nation,” “future,” “great,” “world”). This type of communication reinforces group boundaries, creating a heightened sense of identity among ingroup members while fostering animosity toward outgroups.
By contrast, Ardern’s speeches are characterized by inclusivity, positivity, and a focus on shared national identity. Her use of inclusive language, such as incorporating Māori terms like “koutou” (you all) and “katoa” (all), underscores her commitment to addressing diverse audiences as part of a unified whole. This rhetoric not only bridges ideological and cultural divides but also actively works to foster cohesion. By framing political challenges as collective issues requiring mutual effort, Ardern cultivates a sense of solidarity and reduces the potential for societal polarization.
Emotional Tone
A key finding of our study is the role of emotional tone in driving or mitigating polarization. Erdogan’s speeches often employ fear, anger, and grievance to mobilize his base. He also makes a greater use of words belonging to categories such as “power,” “politics,” “authority” compared to Ardern. These emotional appeals resonate strongly with ingroup members but simultaneously alienate outgroup members, fostering an antagonistic environment. The cyclical nature of such rhetoric—where repeated exposure reinforces emotional divides—intensifies polarization over time.
Ardern’s positive emotional appeals focus on empathy, hope, and collective well-being. This is evident in the greater prevalence of terms from categories like “perception,” “authentic,” “insight” compared to Erdogan. These messages resonate across diverse groups, creating an emotional connection that fosters trust and mutual respect. This ability to evoke positive emotions while addressing collective concerns makes inclusive rhetoric particularly effective in promoting cohesion and mitigating polarization.
Audience Reach
Another critical factor is the scope of a leader’s audience reach. Erdogan’s targeted approach speaks primarily to his ingroup, limiting the broader appeal of his message. This narrow scope ensures that his rhetoric resonates deeply with a specific subset of society but fails to engage or persuade others. His targeted communication exacerbates divisions by leaving outgroups feeling excluded and marginalized.
In contrast, Ardern’s broad reach allows her rhetoric to address diverse segments of society. By framing her messages in inclusive terms, she creates a sense of belonging among a wider audience. This broad appeal reduces the likelihood of polarization by fostering dialogue and understanding across ideological and cultural divides.
Broader Implications of Leadership Communication
The findings illustrate that the tone and reach of a leader’s rhetoric are as critical as its content in shaping societal dynamics. Erdogan’s populist approach leverages exclusionary narratives to consolidate ingroup loyalty but at the cost of societal cohesion. Ardern’s inclusive style demonstrates the potential for leadership to bridge divides and foster unity, even in challenging contexts.
These results have implications for understanding the role of political communication in contemporary society. They highlight the dual-edged nature of rhetoric: while it can mobilize and inspire, it can also divide and alienate. Leaders, therefore, carry a significant responsibility in shaping the emotional and ideological landscape of their societies.
Agent-Based Simulation: A Window into Long-Term Impacts
The Agent-Based Model (ABM) is a powerful analytical tool that simulates the way individuals interact within a society. In this case, we used it to explore how different rhetorical styles may shape public beliefs over time. This method allowed us to test the long-term effects of leaders’ communication styles in a controlled virtual environment, offering insights into their potential societal impact.
The agent-based simulations provide a unique perspective on the long-term effects of rhetorical styles. They show how individual responses to rhetoric can aggregate into broader societal trends. In Erdogan’s case, targeted, negative rhetoric creates a feedback loop of polarization. Even if the frequency of such rhetoric decreases, its polarizing effects persist due to the entrenched divisions it creates.
In contrast, Ardern’s inclusive rhetoric has a stabilizing effect. By fostering dialogue and promoting mutual understanding, her communication style helps build resilience against external shocks that might otherwise exacerbate societal divisions. These findings highlight the potential of positive, inclusive rhetoric to mitigate the destabilizing impact of populist communication.
The results show stark contrasts between these approaches. Ardern’s speeches were longer, more positive, and emphasized inclusivity and shared national identity. Her frequent use of inclusive language, including Māori terms reinforced this approach. Erdogan’s speeches, by contrast, were shorter, more negative, and often appealed to a specific in-group while excluding the out-group. When modelled over time using agent-based simulations, these rhetorical styles produced markedly different effects. Erdogan’s negative, targeted rhetoric deepened societal divisions, driving bipolarization. His exclusionary language reinforced pre-existing divides, ensuring polarization persisted even when communication was less frequent. Ardern’s inclusive and positive rhetoric, however, promoted cohesion by stabilizing the “middle ground,” where disagreements occurred without escalating into entrenched polarization. Her approach acted as a mitigating force, countering the effects of external shocks or crises that might otherwise deepen divisions.
Our study also highlights the importance of context in shaping the effects of rhetoric. Erdogan’s rhetoric resonates strongly in a political environment marked by economic challenges, geopolitical tensions, and cultural divisions. These conditions amplify the appeal of populist narratives that frame societal problems as the fault of external adversaries or internal enemies.
Ardern’s rhetoric, on the other hand, is tailored to a context emphasizing collective well-being, inclusivity, and national identity. Her communication style aligns with New Zealand’s cultural emphasis on egalitarianism and community, enhancing its effectiveness in fostering cohesion. These contextual factors demonstrate that the impact of rhetoric is not solely determined by the leader’s style but also by the broader social and political environment in which it is delivered.
Conclusion
The findings of this study underscore the profound impact of political rhetoric on societal polarization. Non-populist rhetoric, characterized by its positive tone, inclusivity, and broad audience reach, emerges as a critical tool for fostering societal cohesion. By maintaining a “solid middle ground,” such rhetoric enables civil disagreements while preventing ideological divisions from escalating into entrenched polarization. Inclusive language ensures that both ingroups and outgroups feel recognized and valued, addressing the psychological and ideological fractures that often underlie societal tensions.
In contrast, populist rhetoric, with its negative tone and narrow audience focus, deepens divides by reinforcing group boundaries and antagonizing outgroups. The polarizing effect of this rhetoric lies not only in its content but in its delivery—its ability to heighten conflict, amplify grievances, and consolidate ingroup loyalty at the expense of broader societal harmony. By appealing to exclusionary identities and emotional grievances, populist leaders exacerbate societal fragmentation, leading to a more divided and contentious public sphere.
For policymakers and practitioners, these findings highlight the necessity of prioritizing communication strategies that unite rather than divide. The tone and delivery of a leader’s message can determine whether disagreements are addressed constructively or exacerbate social cleavages. This calls for a re-evaluation of political discourse, focusing on strategies that emphasize shared values and mutual respect. While these preliminary findings highlight the power of rhetoric to shape group dynamics, further investigation is needed to fully understand the long-term implications of these communication styles in diverse contexts.
Funding: This work was supported by the Australian Research Council [ARC] under Discovery Grant [DP220100829], Religious Populism, Emotions and Political Mobilisation and ARC [DP230100257] Civilisationist Mobilisation, Digital Technologies and Social Cohesion.
(*) Dr. Ana-Maria Bliuc is an Associate Professor of Social and Political Psychology in the Psychology Department at the University of Dundee, where she has been a faculty member since 2019. Her research explores how social identities influence behavior across various contexts, including health, environmental issues (such as climate change), and socio-political domains (such as collective action and social change). Recently, her work has focused on online communities, investigating how collective identities and behaviors are shaped through digital interactions.
(**) Dr. John Betts is a Senior Lecturer in the Department of Data Science & AI at the Faculty of Information Technology, Monash University, Australia. He holds a PhD in Operations Research from Monash University, alongside qualifications in statistics, mathematics, and education. His expertise lies in computational modeling, optimization, simulation, and data science, with applications spanning social sciences, medicine, and manufacturing. His research has made significant contributions to areas such as online political behavior, prostate cancer treatment, and Just-in-Time (JIT) manufacturing. Noteworthy collaborations include studies on the influence of online influencers in societal polarization and the effects of local socio-political events on far-right online communities.
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