Mediating shame and pride: countermedia coverage of Independence Day in Poland and the US

This article adopts a comparative qualitative approach to studying the rhetoric of injured pride in the coverage of Independence Day celebrations by the right-wing countermedia in Poland (wPolityce.pl) and the US (Breitbart News) from 2012 to 2018. In both countries, the number of countermedia articles on Independence Day proliferated in the aftermath of the election of the Law and Justice party (2015) and Donald Trump (2016). Based on the analysis of the narrative strategy for affective polarisation, we argue that the countermedia mobilise support from an electorate of ‘the disenfranchised’ by strategically invoking emotions of shame and pride. By positioning the radical right as a political force that shields ‘patriots’ from the leftist ‘pedagogy of shame’, the outlets instrumentalise the mobilising potential of shame by transforming it into righteous anger and pride. This strategy results in a mediated ‘emotional regime’ that offers guidelines for an acceptable emotional repertoire for the members of the nationally bound in-group.