Key facts
- Germany's far-right Alternative for Germany (AfD) party has shifted its campaign strategy from negative rhetoric to upbeat optimism.
- The AfD's new campaigning approach has been credited with helping the party achieve a historic landslide victory in Saxony-Anhalt.
- The party's lead candidate in Saxony-Anhalt, Ulrich Siegmund, combined slogans like "Everything is Possible" with "Bring Back the Good Old Times."
- Historian Katja Hoyer noted that Siegmund's appeal has contributed to the AfD doubling its vote and narrowing the gender gap in Saxony-Anhalt.
- Political consultant Johannes Hillje described the strategy as "feel-good populism," emphasizing the need to offer a positive perspective alongside criticism.
The Alternative for Germany (AfD) party has successfully rebranded its campaign strategy, shifting from a focus on bleak pronouncements to one of hope and optimism, which has significantly contributed to its electoral gains. This new approach, characterized by what political consultant Johannes Hillje calls "feel-good populism," has helped the party secure a historic landslide victory in the eastern German state of Saxony-Anhalt and positions it for further success in upcoming elections in Berlin and Mecklenburg-Western Pomerania.
Historically, the AfD's campaigns relied heavily on negative rhetoric, scapegoating, and fear-mongering. However, recent electoral efforts have seen the party adopt a more cheerful and reassuring facade, aiming to blend fear with hope. In Saxony-Anhalt, lead candidate Ulrich Siegmund, despite being labeled "Germany's most dangerous man" by one magazine, projected a consistently friendly and approachable image. He engaged with voters through selfies and utilized a vintage East German-era scooter in his campaign, combining forward-looking slogans like "Everything is Possible" with nostalgic appeals such as "Bring Back the Good Old Times."
Historian Katja Hoyer noted that Siegmund's transformation into a "pop star" helped the AfD double its vote share in Saxony-Anhalt and also reduced the gender gap in voter support. Hoyer believes this campaigning template could be adopted by other far-right populist parties across Europe. While acknowledging some parallels to the Weimar era, Hoyer cautioned against direct comparisons, particularly regarding political violence, but observed that voters seeking clear visions are drawn to parties offering seemingly decisive plans, even if unrealistic, over mainstream parties perceived as lacking solutions.
Political scientist Marco Tarchi suggests that voter behavior is driven more by political narratives than policy details, emphasizing the importance for right-wing populists to focus on issues that resonate with potential voters. European Commission President Ursula von der Leyen's earlier declaration that "the center is holding" appears increasingly challenged by the sustained gains of right-wing populist movements across Europe.