Shared Morals

This book examines how moral rhetoric is a crucial – and potentially unifying – part of how we experience democratic representation.

People often use moral judgements about right and wrong when thinking about politics. Political parties appeal to those moral considerations when talking to voters. This book provides academics, journalists, strategists, and general readers with a comprehensive analysis of moral rhetoric, its uses, and the goals it serves in democratic politics.Political parties often use moral arguments-judgements about fundamental notions of right and wrong-to frame and explain their political views. Morality is an aspect of politics that people are regularly exposed to in real life. But what role does moral rhetoric play in party politics? And how does it shape our views? Focusing on Western democracies, Shared Morals examines what moral rhetoric looks like, how it affects voters, and how it is relevant for democratic representation. Drawing from studies on party competition, political behavior, and moral and political psychology, the book illustrates that moral rhetoric is an integral aspect of party communication. Yet, unlike many current narratives in the scholarly and policymaking worlds, Shared Morals draws attention to the potential for moral rhetoric to highlight common grounds, bridge differences, and bring people together.