Populism and White Status Anxiety in the United States

• In Event: Populist Parties and Voters in Comparative Perspective

Abstract

Rightwing US populism exploits the belief that traditionally prestigious identities such as being white, Christian, or male are losing social currency in the United States. This belief is more important than personal experiences of economic hardship or political marginalization in determining white affinity for rightwing populism. But where does this belief come from if it is not strongly correlated with individual hardship? I argue that the most unambiguous source of status threats for most US whites is changes in consumer and popular culture. While political and economic stratification in the US has barely changed for decades, portrayals of whiteness in entertainment products, sports media, and advertising have rapidly shifted in the same period. White anxiety about the status of whites increases with heavier consumption of popular culture (other than journalism). The relationship between consumption of popular culture and a sense of threat to white identity is particularly strong for older whites who have reference points for the changes in these media over time. This paper uses years of surveys of consumer habits to show patterns consistent with this relationship. It also presents natural experiments based on the availability of cable television and high-speed internet to suggest a causal relationship between consumption of popular culture and white status anxiety.

Author

• Bethany Lacina, University of Rochester