Narrating the nation, embracing Europe: Populist markers in Albanian political discourse

Abstract

This study explores the evolution of populist discourse in the political communication of Albanian Prime Minister Edi Rama between 2013 and 2024. It examines how populist rhetoric is adapted in the context of a transitional democracy committed to European integration. The research is based on a purposive sample of 96 speeches, press conferences, interviews, and international addresses. It employs a mixed-method design combining holistic grading of populist intensity with itemized content coding. The analysis captures five dimensions of populist rhetoric: ideational, strategic, emotive, pluralism (reverse-coded), and migration. The results reveal a moderate and adaptive populist style, where anti-elitist and people-centered appeals are framed within a consistent pro-European stance. Rama’s discourse frequently emphasizes national unity and moral leadership, particularly through references to Albanian hospitality during migration crises. While his rhetoric includes emotional and personalized elements especially during national or geopolitical emergencies, it rarely undermines pluralist or democratic norms. The European Union is framed not as an adversary but as a partner in reform and modernization. The Albanian case demonstrates that populism can be mobilized in inclusive, internationally aligned ways. Rama’s discourse exemplifies a form of Europhilic populism that coexists with institutional legitimacy and normative alignment with the EU. This study challenges the notion that populism is inherently anti-democratic or anti-European. It suggests that in semi-peripheral states like Albania, populism may serve as a rhetorical bridge between domestic legitimacy and international aspiration.