Radical right behavior and support for radical right parties have increased across many countries in recent decades. A growing body of research has argued that, similar to the spread of other extremist behaviors, this is due to an erosion of political norms. This suggests that re-stigmatizing radical right parties might be an effective way of countering their growth. We use a survey experiment in Spain that compares the effectiveness of three theory-driven interventions aimed at increasing political stigma against a radical right party. Contrary to expectations, we fail to validate the efficacy of vignette-based attempts at stigmatization, instead identifying some backlash effects. Methodologically, our findings underscore the importance of validating treatments, as we show that simple attempts at re-stigmatization can produce null or opposing effects to their intended purpose. Theoretically, our results support the idea that normalization is a “one-way street,” in that re-stigmatizing parties is difficult after a party has become normalized.

Democracies generate norms prescribing what behaviours and preferences are deemed acceptable. But what keeps these political norms in place? We expect that they are enforced by observers who disapprove of norm-breaching behaviour and are willing to apply sanctions that make it socially costly. We test this expectation with a survey in Spain, where respondents were shown pictures of individuals with different political views. We focus on norms against radical-right preferences, one of the most established political norms. In line with our expectations, individuals disapprove of radical-right preferences more than other political preferences. This makes them more likely to socially sanction those preferences, which they do mainly in indirect ways that do not force interaction with the person breaching the norm. We provide evidence on the individual-level predictors of norm enforcement. Our findings highlight the micro-level mechanisms by which social influence affects the behaviour of democratic citizens.