This article examines how parties use moral rhetoric during campaigns to mobilize their supporters. It argues that moral framing activates positive emotions among copartisans, leading to higher turnout.

Data & Methods

The study uses text analysis of party manifestos from six English-speaking democracies and measures voter response through survey data on copartisan behavior.

Key Findings

* Moral rhetoric significantly increases mobilization among supporters of the same party.

* Survey experiments conducted in Britain provide evidence for this effect.

* This finding demonstrates that moral framing has consequences beyond just shaping policy attitudes.

The results show moral rhetoric is an effective campaign strategy with tangible impacts on voter engagement.