Are pro-immigrant messages ineffective? Moralization as a rhetorical strategy for mainstream parties

Abstract This study contributes to understanding mainstream parties' room for maneuver in the immigration domain by exploring the impact of moralization as a rhetorical strategy. Research has found anti-immigrant messages to be more effective than pro-immigrant messages in shaping public opinion. However, a pre-registered survey experiment with Danish respondents reveals that moral rhetoric enhances policy support for pro-immigrant communication, rendering it as effective as anti-immigrant messages. Partisan-motivated reasoning influences reactions to all messages except the non-moral anti-immigrant message, suggesting that when appealing to out-party supporters, mainstream parties still meet least resistance with an exclusive platform.