Falling on Fertile Ground: National Identity Rhetoric and Its Appeal to Those High in National Narcissism

Collective narcissism refers to the belief that one's group is superior to others but lacks external recognition. When applied to the national level, this concept is known as national narcissism. National narcissistic rhetoric, which emphasises a nation's greatness and sense of entitlement, frequently features in populist messaging. This thesis investigates whether such rhetoric actively influences individuals' levels of national narcissism or primarily appeals to those already predisposed to this sentiment, thereby mobilising them. Employing experimental methods, the thesis utilises social media and AI-generated stimuli to examine how national identity rhetoric operates in digital environments. Key findings reveal that while positive national identity rhetoric can influence levels of national narcissism in specific contexts, individuals high in national narcissism are particularly receptive to messages portraying their nation in a favourable light. This demonstrates how pre-existing sentiments shape responses to national identity cues. When exposed to rhetoric that promotes their nation, individuals high in national narcissism are more likely to express intentions to vote, support the speaker, be persuaded by such rhetoric, share and engage with such content on social media. The findings also highlight how leaders can mobilise audiences by strategically leveraging national identity rhetoric, particularly when they are perceived as similar and representative of the public.