Populism, fear, and the construction of the enemy: a thematic analysis of Recep Tayyip Erdoğan’s 2023 election campaign

English (OpenAlex)

This study analyzes the official election speeches of President Recep Tayyip Erdoğan between March 31 and 13 May 2023, using thematic analysis method to examine the ‘us’ and ‘them’ dichotomy in the context of enemy construction strategies and the political instrumentalization of fear. The study reveals Erdoğan’s strategy of constructing a homogeneous ‘people’ identity by framing the opposition as ‘alien to national values,’ ‘collaborating with foreign powers,’ and ‘supporting terrorism.’ Thus, crises such as terrorism, economic instability, the failures of past coalition governments, and the February 6 earthquakes were instrumentalized to present the opposition as a threat. Through these themes, the opposition parties were demonized, reinforcing the idea that Erdoğan should be supported as the sole representative of the nation. Consequently, voters were persuaded through the fear factor that an opposition-led government would result in terror, chaos, economic dependence, security risks, and the erosion of national and moral values.