Resolving the Progressive Paradox: The Effects of Moral Reframing on Support for Economically Progressive Candidates
While progressive economic policies are popular, economically progressive candidates rarely win elections in the U.S., a pattern we call the “progressive paradox.” In the current paper, we examine whether the electoral disadvantage of economically progressive candidates results in part from the moral rhetoric these candidates commonly use to frame their policy platforms. Using a Moral Foundations Theory perspective, we combine previously validated machine learning based measures of economic ideology and new text-based measures of candidates’ moral rhetoric to analyze transcripts of 137 primary and general election presidential debates since 2000. We find economically progressive candidates, compared to economically conservative candidates, rely less on “binding” moral foundations (loyalty, respect for authority, and purity) relative to “individualizing” foundations (care and fairness). In addition, we conducted two experiments (total n = 4,138), including one nationally representative, pre-registered experiment, to test whether economically progressive candidates can build support beyond their liberal base by framing their economic policy platform in terms of binding moral values. Results show that a presidential candidate who used binding framing for his progressive economic platform as opposed to individualizing or a neutral framing, was supported significantly more by conservatives and, unexpectedly, by moderates as well. These results suggest that moral reframing offers an under-utilized solution to the longstanding puzzle regarding the gap between support for economically progressive policies and candidates.