Populist Rhetoric and Hate Speech: Analyzing Xenophobic Narratives in Vox’s 2023 Election Campaign

Under the guise of being “concerned citizens,” populist leaders often feel untouchable when demonizing ethnic minorities or expressing contempt for immigrants. This purported concern places them beyond moral scrutiny. Within this sphere of political (ir)responsibility, parties aligned with the radical populist right seek to polarize society using nativist strategies. This phenomenon significantly affects ethics, democratic principles, and political leadership in Europe. The most recent European elections revealed growing support for radical right-wing populist parties like Vox in Spain, which exploit societal fears and economic insecurity through divisive rhetoric that threatens social cohesion and democratic values. This study analyzes the political discourse of Vox’s regional candidates during the 2023 electoral campaign, focusing on racist and xenophobic hate narratives published on their official X accounts. Employing a mixed-methods approach, the research integrates descriptive quantitative analysis with critical discourse analysis. Findings reveal regional variations in hate speech, with coastal candidates focusing heavily on Moroccans, while criticisms of unaccompanied minors are more prevalent in Madrid. Vox also violated electoral law by publishing hate messages on the reflection day, May 27. The use of self-defensive discursive strategies—such as victimist, alarmist, and dehumanizing rhetoric—constructs a deliberate binary narrative of “us versus them,” further intensifying ideological polarization. These tactics raise serious ethical concerns within the framework of European integration, which is built upon cooperation, solidarity, and mutual respect. Addressing these challenges requires fostering inclusive, just, and democratic societies capable of resisting populist divisiveness.