Many years ago, when I was first teaching about demagoguery, a high school friend got in touch with me. He was angry that one of my course documents said that a politician he admired had engaged in demagoguery at some point. The friend said that was “unfair,” without giving any evidence that my clear definition of demagoguery did not apply to his hero. Even defenders of this politician characterize his early rhetoric as demagoguery.
But my high school friend’s reaction seems reasonable from within a popular understanding of demagoguery. The most common way to think about demagoguery is that it is something that demagogues do. It’s an identity issue: a political figure is, or is not a demagogue. And demagogues are bad people with bad motives who use bad rhetoric to persuade the gullible masses to support bad policies.
That’s a bad way to think about demagoguery. For one thing, it’s rabidly self-serving. If demagogues are bad people, and their followers are gullible, then we are never going to identify beloved in-group rhetors as demagogues.
They (out-groups) have demagogues; We (our in-groups) have excellent communicators.
My argument is that there are always individuals engaged in demagoguery; when demagoguery is likely to lead to authoritarian figures or disastrous policies is when there is a culture of demagoguery—when it’s common for major sources of information to frame policy disagreements as really a zero-sum existential, even apocalyptic, battle between Us and Them, when inclusive deliberation is treated as a trap set by villains, a weakness, a step down the slippery slope to [dogs lying with cats! Tattoos being legally required! The in-group being forced into FEMA camps!].
The important point about a culture of demagoguery, whether it’s how a neighborhood mailing list treats issues, or a nation faced with thinking about going to war, is that such a culture prohibits reasonable policy deliberation in favor of mobilizing a base to hate some hobgoblin. That mobilizing consists of rhetoric that says that: 1) the situation is simultaneously dire and simple; the urgency of the situation means that we should not deliberate. 2) our situation is not a complicated one in which there are various options we should consider, but a simple and urgent situation in which the right course of action is obvious to every and any reasonable and good person. 3) therefore, every manly, faithful, and reasonable person knows what the right course of action (i.e., policy) is. 4) because “the ill” or “need” is so obvious, anyone asking that we engage in deliberation about the proposed plan (in terms of feasibility, solvency, unintended consequences, costs) is a weak, overly-intellectual, effeminate, indecisive, cowardly villain or dupe who isn’t taking the “ill” seriously. 5) Therefore, when They argue plan, We argue need. Over and over, exaggerating or fabricating the threat if necessary. 6) And,because the situation is dire, and there are villains out there trying to seduce you into believing their lies, you should only get your information from in-group sources. Any rhetor, source, or information that complicates or contradicts what in-group media is saying is “biased.”
Because what matters is the culture of demagoguery, the solution is not deeper commitment to a purer and more fanatical in-group and its preferred policy, relying even more on in-group sources, or getting defensive about political figures we like, but doing the work necessary to have a broader understanding of policy options. We respond to demagoguery by getting out of demagogic cultures.
Why does demagoguery matter? And why does it matter how we define it?
Those two questions are actually in reverse order of importance. People sometimes seem to think that the meaning of a word was baked into the physical matter of the universe, and so has One Meaning To Rule Them All. But, very few terms have only one meaning, and concepts often have disputed meanings. So, what are we trying to do by defining a term.. Often, it’s just so we can agree on referents and thereby communicate more clearly.
If we share a definition of cats that makes them different from dogs, then your story about a “cat” climbing a tree is plausible and maybe even boring. If I think the word “cat” refers to dogs, I might find your story unbelievable and shocking. I would also be dubious about your story if I thought you were referring to a “Cat”—that is, a Caterpillar tractor.
There are consequences of definitions. How terms like “citizen,” “murder,” “minor,” “disabled” are defined can have life-changing consequences.
So, what are we doing when we try to define demagoguery?
For many people who write about demagoguery, it’s about trying to understand how a bad person came to power, mobilize a base, and overthrew democratic norms. So, they look back through history at individuals of whom they disapprove who did those things (or nearly did), and try to see what they had in common. They start with the individuals already on their list of “bad people who did bad things” and then look at the rhetoric. (This is also true of a lot of the political scientists who write about populism.)
I came around to demagoguery via a different route.
I was the kind of kid who turned over rocks to see what was there. My father was a pathologist, and sometimes took me to his lab that had various samples in jars of problematic specimens. I think he was trying to persuade me to become a doctor, but he unintentionally persuaded me that looking at how things go wrong is necessary for understanding what it might mean for things to go right.
I’ve said this elsewhere, but, when I was a graduate student in rhetoric (I have four degrees in it), most scholars seemed to be focused on times that rhetors changed history in positive ways. I unintentionally followed the footsteps of my father, and looked at a debate that should have been a clear win for the group that lost. The decision to dam and flood the Hetch Hetchy Valley was a bad decision; it violated the principles of a national park; it was the most expensive option; the arguments for why it was good not only involved lying about the costs of the various options, but imagined physically impossible improvements. They weren’t bad people, but those were bad arguments.
It was a moment of a complete failure in public deliberation. It was a train wreck because the frame for policy deliberation at the time (efficiency) didn’t allow for the kind of argument that John Muir was trying to make. His arguments about the sacrality of some spaces, the importance of spaces of renewal, the notion that beauty was itself a public good, and even a different sense of who should benefit and how from publics lands were just dismissed, often on the grounds of the kind of person he was.
And the disagreement was much more complicated than either he or the major advocates of the dam acknowledged. It wasn’t two sides. It could look like it was two sides, since it was, ultimately, whether San Francisco should be allowed to dam and flood the valley or not, but it was actually a lot of groups (a corrupt water company, Progressives who hoped to make a point about public ownership of basic needs, a fairly loony and thoroughly dishonest [or maybe incompetent] engineer tasked with providing numbers that no one checked, boosters who wanted a splashy exposition, conservationists v. preservationists).
When I was writing my dissertation about John Muir and the Hetch Hetchy Valley debate, the dominant narrative about American policies in regard to nature was by a really, really sloppy scholar who had a binary narrative in which Christians and Christianity were the cause of American exploitation of nature. So, since I didn’t have great mentors at that time, I decided that my first book would be a refutation of his argument by writing a history of American attitudes toward nature, showing that it wasn’t a binary, let alone that Christians and Christianity were the villains.
I started with the 17th century American Puritans (where he started), and it turned out that not only was their attitude toward nature pretty complicated, but that they wrecked a lot of trains.
I’ll spare you the whole narrative, but what it comes down to is that my area of expertise ended up being times when communities had all the information they needed in order to make good decisions, and they didn’t. They wrecked the train.
It was never the case of a spell-binding individual who hypnotized a passive public into supporting policies they would never otherwise have supported. It was never about a rhetor who swept a people in his wake.
While there often were powerful people who did mobilize a base, they were just the scum on the top of a wave that wasn’t caused by any single individual. In many cases (e.g., eugenics, anti-immigration legislation, slavery, segregation, Japanese internment, various unnecessary wars), there wasn’t an individual primarily responsible for the bad decisions. The go-to example of a demagogue (Hitler) was notoriously uninventive in the claims he was making about Jews, WWI, and so on. These disastrous decisions weren’t one forced by the masses over the objections and resistance of the elite or experts. In the cases when individuals did end up front and center (when the culture of demagoguery enabled a charismatic leadership situation, as in the case of Hitler), that leader rose because they had elite support. They also always had experts on their side.
So what struck me in the various cases was that, while they didn’t have in common some individual rhetor who transmogrified a public, they did have a similar rhetorical culture—they had similar ways of framing deliberation (sometimes in general and sometimes just about one topic). There was no such thing as a complicated problem. The conflict was between good people who saw what the obvious right answer was and people who were stupid, corrupt, duped, or just plain spit from the bowels of Satan. Much of the rhetoric was about decision-making—that what was needed was not some kind of careful review of the information, inclusive deliberation, consideration of long-term consequences but strength of will, fanatical loyalty to the in-group and in-group representatives, silencing or expelling/exterminating) the Out-group and its stooges, mobilizing (or silencing) any non in-group members, and full commitment to whatever policies seemed to most oriented toward domination and extermination. These communities emphasized believing rather than thinking, let alone listening. They were also communities in which it was easy to remain in a monologic informational world—so, even if there were diverse media options (that is, not all media advocated the same message), it was difficult and sometimes nearly impossible for an individual to hear them all. People were in informational enclaves, perhaps by choice, and perhaps because of region or access or something else.
Once I started looking at it this way, it became clear that it was a question of degrees of several factors (described at the beginning of Rhetoric and Demagoguery). So, a community might drift into this kind of rhetorical culture briefly or on one issue, with no particular harm, and possibly even benefit (as John Muir did with his article on the Hetch Hetchy Valley). Demagoguery isn’t necessarily insincere (in fact, I’d guess it’s most often very sincere), and not restricted to bad people (Earl Warren did a lot of good things). Looking at demagoguery is part of what persuaded me of the fundamental toxicity of the left/right way of talking about politics. Where would one put Theodore Bilbo, Earl Warren, or LBJ on that continuum?
Because I am constitutionally averse to inventing new terms, I not tocome up with a new term for the kind of rhetoric and rhetorical culture, but instead to adopt the existing term closest to what I was describing: demagoguery. (I sometimes regret that decision.)
That’s why I’m not interested in demagogues, I don’t think people who engage in demagoguery are necessarily evil, I don’t even think demagoguery is always bad. The more that a culture is demagogic, the more that powerful rhetors engage in demagoguery, the more that there is a dominant demagoguery about a specific group, and the more that people are in informational enclaves, the more likely that train is headed to the station. And not in a good way. .
