The article argues for a cultural turn in the study of populist politics in Europe. Integrating insights from three fields—political sociology, political psychology, and media studies—a new, multi-disciplinary framework is proposed to theorize particular cultural conditions favorable to the electoral success of populist parties. Through this lens, the fourth wave of populism should be viewed as a “noisy”, anti-cosmopolitan counter-revolution in defense of traditional cultural identity. Reflective of a deep-seated, value-based great divide in European democracies that largely trumps economic cleavages, populist parties first and foremost politically mobilize long lingering cultural discontent and successfully express a backlash against cultural change. While the populist counter-revolution is engendered by profoundly transformed communicative conditions in the age of social media, its emotional force can best be theorized with the political psychology of authoritarianism: as a new type of authoritarian cultural revolt.
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