“The People” Imagined, Felt, and Experienced by Populist Supporters: A Cross-National and Cross-Ideological Approach

“The people” is a central concept in populism, yet it remains unclear how those who identify with this community interpret it. Drawing on social identity theory and fandom studies, this study examines how populist supporters identify with “the people.” Using a comparative analysis of right- and left-wing populist supporters in the United States and Spain, the study analyzes 33 in-depth interviews (between April and October 2021) and 6,000 online community interactions (between September 2019 and January 2021). This approach captures both individual and collective interpretations while highlighting how media, especially digital platforms, shape imagined communities by fostering shared identities and emotions and encouraging social and political engagement. Findings reveal three interconnected dimensions of identification with “the people:” the imagined, the felt, and the experienced. Supporters’ positive view of “the people” as hardworking and guided by common sense evokes strong emotions—such as in-group love, connected to their self-concept—validated through meaningful social experiences online and offline. This study emphasizes the central role of social motivation in populist engagement and highlights the need for further cross-national, cross-ideological research to deepen scholarly understanding of populism.