Negative sentiment – a rhetorical device to reconstruct relationships of power (between tribal-ancient and new populist leadership)

This article presents the role of negative sentiment as a tool for re-constructing power relationships in socio-cultural relations as intentionally used by political and religious leaders across cultures. Negative sentiment facilitated the symbolic disempowerment of enemies and was an important part of the anti-language for the creation of a new or alternative reality across cultures and times. Irony, contempt and disgust have played a special role, which despite cultural changes and qualitatively new rules of public life, have returned to the public space in the 21st century due to populist leaders, with the most notable example being the previous president of the USA and global business man, Donald Trump and his leadership. Cross-cultural management as a discipline has been criticised strongly as being blind to power relations. This paper is aiming at advancing the discourse of power relations by connecting it with theoretical reflections of emotions, anti-language discourses and new populist leadership. It provides examples of different eras and cultural contexts. Further, a major aim of this article is to demonstrate that although the toxic anti-language of populists – who have historically and psychologically rooted notions of disgust or contempt – enables them to achieve a powerful position as politicians, business men and leaders, this comes at the cost of a profound destruction of public life and is in fact a form of return to tribal forms of governance that are currently inadequate. The impact of populists can, however, be tempered by the same method, that is by anti-language but with respect and acceptance of difference at its centre.