The demagogue seeks to build bonds with a majority of the population by appealing to personal prejudices or exploiting fears or anxieties. Some common hooks of demagogues include:

  • Creating a clear distinction between the “in-group” (those who are part of the demagogue’s base or supporters) and the “out-group” (those who are seen as the enemy, whether they are political opponents, minorities, or foreign threats)- this tactic strengthens loyalty within the group and generates fear or resentment toward the out-group;
  • Blaming societal problems on a specific group, person, or ideology- this shifts focus away from systemic issues and directs anger or frustration toward a target, creating a sense of unity in opposition to the scapegoat;
  • Exploiting powerful emotions like fear, anger, pride, or resentment- by stirring up these feelings, demagogues bypass rational thinking and encourage impulsive reactions that can lead to mass mobilization;
  • Presenting themselves as larger-than-life figures who are the only ones capable of solving the problems facing society- this can involve exaggerating their own strengths or abilities, as well as positioning themselves as a “savior” of the people;
  • Presenting complicated issues in overly simplistic terms- by offering easy-to-understand solutions, demagogues make it seem like they have the answer to everything, even though the reality may be much more nuanced;
  • Resorting to personal attacks on their opponents, portraying them as evil, corrupt or dangerous- this dehumanizes the opposition and undermines the possibility of reasoned discourse;
  • Appealing to people’s desire for stability and a return to a “better time”- this might be framed as restoring law and order or bringing back the nation’s former greatness, tapping into nostalgia and anxiety about change;
  • Attacking established institutions such as the media, the judiciary or academic communities, portraying them as corrupt or biased- this creates distrust in authority and positions the demagogue as the “truth-teller” who is above these institutions;
  • Framing themselves as being the voice of the “common people” against an elite or establishment- this approach emphasizes a supposed connection with the masses and the idea that the demagogue is on their side.

These hooks, often used in combination, enable demagogues to sway public opinion, gain support and consolidate power, undermining democratic principles and institutions in the process thereby. Beware the hooks of the demagogue.