The Winning Formula of the Populist Radical Right: An ‘Insider’ Perspective from the Brothers of Italy

The literature has provided several explanations for the success of PRR parties, focusing on both demand-side and supply-side factors. However, existing research has typically adopted an ‘external’ perspective, leaving largely unexplored how PRR parties themselves interpret and explain their own electoral success. Hence, in this article, we investigate the winning formula of this party family from an ‘insider’ perspective, drawing on 21 in-depth interviews with representatives of a clear case of PRR success: Brothers of Italy (FdI). The findings reveal the importance of ideological features interacting with demand-side dynamics and external supply-side politics, combined with organizational and leadership characteristics and the capacity to invest in valence attributes. Our insider perspective confirms the validity of several insights from the literature but especially highlights the crucial role played by valence attributes, which act as competitive amplifiers that boost the PRR’s electoral potential.