Is the public legitimacy of protests rooted in the political context? An experimental study comparing protests by environmentalists and farmers

Abstract What are the characteristics of a political protest that enable it to win public support, and what is the role of the political environment? The literature has argued about the characteristics that induce the public to sympathize with protesters (such as the identity of the protesters, their demands, and their methods), but little research has focused on the role of the political context, which includes the presence of other protests making different (or even opposite) demands, the contrasting identity of the protesters, and protest methods. In the research reported in this study, we focused on two protests that unfolded during 2023–24 in Italy (protests by environmental activists and farmers/livestock raisers) to investigate the impact of protesters' identity on public perceptions of their action's legitimacy, when two protests with contrasting aims but similar methods occur at the same time. We used a pre-registered randomized experimental design that manipulated the sequence in which a sample of respondents was presented with descriptions of protests by both groups. Our findings suggest that the sequence in which protests are presented significantly affect respondents' perceptions. Once primed with the evaluation of the farmers' protests, in fact, they perceive climate activists' actions as more legitimate. Our results suggest that people tend to comparatively evaluate social movements and to adjust their opinions accordingly when exposed to cognitively dissonant information.