Shared Morals

The Role of Moral Rhetoric in Party Politics

By: Jae-Hee Jung

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Hardcover | 31 December 2025

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Political parties often use moral argumentsâ"judgements about fundamental notions of right and wrongâ"to frame and explain their political views. Morality is an aspect of politics that people are regularly exposed to in real life. But what role does moral rhetoric play in party politics? And how does it shape our views? Focusing on Western democracies, Shared Morals examines what moral rhetoric looks like, how it affects voters, and how it is relevant for democratic representation. Drawing from studies on party competition, political behavior, and moral and political psychology, the book illustrates that moral rhetoric is an integral aspect of party communication. Yet, unlike many current narratives in the scholarly and policymaking worlds, Shared Morals draws attention to the potential for moral rhetoric to highlight common grounds, bridge differences, and bring people together.

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