Why the enemies of the media (can) win political elections
You want to be elected? Hope for media bashing.
Reading time approx. 5 minutes
Good morning. Let's start this Tuesday together. Because, as always, "It is perfectly possible to be both rational and wrong."
Was this the secret boost for Trump and AFD?
It starts subtly—almost invisibly. You’re scrolling through the news, and headline after headline screams at you about what’s bad for society. A politician says something controversial, and the media outrage machine kicks into full gear. The message is clear: This is unacceptable.
But then, something unexpected stirs inside you. Maybe it’s a small thought: “Why are they trying so hard to tell me what to think?” That nudge of defiance, that tightening in your chest? That’s reactance bias—the deep-seated human instinct to rebel when we feel our freedom of choice is under threat.
I remember talking to an old friend during an election season. He wasn’t political—never cared much for debates or party lines. But when one particular party kept getting dragged through the mud by mainstream media, something clicked. “You know what?” he said. “If everyone is telling me not to support them, maybe that means they’re onto something.” It wasn’t about agreement with policies—it was about resisting perceived manipulation.
That’s how reactance works. The louder the criticism, the more some people feel drawn to defend the criticized. Not because they support the message, but because they resent the feeling of being told what to think.
How Does It Work? Science, Baby!
Reactance bias was first formally described by psychologist Jack Brehm in 1966. It’s a psychological defense mechanism that activates when we perceive our autonomy is being threatened. The very moment someone says, “You can’t do that” or “You shouldn’t think that way,” our brains light up like rebellious teenagers, and we’re suddenly tempted to do exactly that.
At its core, reactance is about control—or rather, the fight against losing it. When people feel their freedom of thought, choice, or behavior is being restricted, they don’t just reject the restriction; they often push back harder than necessary, embracing the opposite stance just to reassert their independence.
In the political arena, this effect can become a powerful, unintended amplifier. Public criticism—especially when relentless or moralizing—can backfire spectacularly. Instead of diminishing support for a controversial figure or party, it can inadvertently position them as the defiant underdog, drawing in those who feel their voices are ignored by the mainstream.
Why This Is Important?
Reactance bias explains why heavy-handed media criticism can backfire, making the target seem more relatable, even heroic, to some audiences. It’s not just about the message being criticized—it’s about the feeling of being told what to think.
Why does this matter? Because in politics, perception is power. When voters feel manipulated, they may rebel—not by disengaging, but by supporting the very thing the media warns them against.
And here’s where it gets personal: If someone feels marginalized or disempowered, that rebellious impulse can feel like taking back control. That’s exactly how parties like the AfD can turn criticism into fuel. By appearing as the “outsider” being unfairly targeted, they position themselves as the defenders of freedom—ironically strengthened by every attempt to silence them.
And Now?
Here’s the twist: Instead of trying to silence ideas you oppose, what if you leaned into understanding why those ideas resonate with others? Next time you feel the urge to immediately dismiss someone’s political stance, pause and ask, “What freedom do they feel they’re protecting?”
For leaders, communicators, or just anyone in a heated debate—soften the urge to dictate. Instead, invite open dialogue. Let people feel heard and autonomous. When individuals feel free to make their own decisions, they’re actually less likely to react rebelliously.
And if you’re on the receiving end of heavy criticism? Embrace it wisely. Acknowledging criticism without defensiveness can disarm reactance—and might even shift the narrative in your favor.
Bottom Line
Reactance bias is our instinctive rebellion against perceived control—it makes us push back harder when we feel pressured or manipulated.
Checklist for the moment of truth:
✔️ Are you telling someone what to think, or inviting them to think for themselves?
✔️ Does your message respect autonomy, or does it feel like control?
✔️ When you face criticism, how can you respond without fueling the “underdog” narrative?
✔️ Are you unintentionally strengthening the opposition by being too forceful in your rejection?
✔️ Could listening more and judging less actually weaken the appeal of polarizing ideas?
Chief Behavioral Officer wanted
Where are decisions being made around you that still assume people behave logically? Where might someone feel their freedom of choice is being threatened? That’s your chance to step in as a Chief Behavioral Officer this week—because understanding human nature is the first step toward changing outcomes.
See you next Tuesday.
If you would like to send us any tips or feedback, please email us at redaktion@cbo.news. Thank you very much.