The bi-directional relationship between perceived populist ad exposure and trust in democracy during an election campaign

Bibliographic Data

ID20508353
AuthorsBrahim Zarouali (0000-0003-1042-4635, KU Leuven, corresponding author), Michael Hameleers (0000-0002-8038-5005, University of Amsterdam)
Year2026
Volume29
Issue4
Pages1324-1346
Publication date2026-03-12
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInformation Communication & Society (JOURNAL)
Journal identifiersISSN: 1369-118X • E-ISSN: 1468-4462
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1369118x.2025.2600443
OpenAlexW7115174584
LanguageEN
References cited96

In an era where populist rhetoric increasingly shapes political discourse, understanding its impact on democratic trust is crucial. This study examines the bi-directional or reciprocal relationship between perceived exposure to populist advertisements and trust in democracy during the 2024 Belgian Federal election campaign. Using a longitudinal design across three waves with a final W3 sample size of 891 participants, it explores how populist ads, characterized by anti-elitist and emotional messaging, influence democratic trust, and how declining trust in democracy increases exposure to such ads. The analysis, based on a Random Intercept Cross-Lagged Panel Model (RI-CLPM), shows that higher perceived exposure to populist ads leads to a decline in trust in democracy over time, while lower trust in democratic institutions increases subsequent perceived exposure to populist ads. These findings reveal a reinforcing spiral, where populist communication fuels further distrust, posing a potential threat to democratic stability. The study emphasizes the importance of addressing how populist messaging can gradually undermine the authoritative and legitimate status of democratic institutions by fueling distrust

Democracy · Politics · Populism · Representative democracy · Humor Studies and Applications · Populism, Right-Wing Movements · Social Media and Politics

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