Political parties often use moral arguments—judgements about fundamental notions of right and wrong—to frame and explain their political views. Morality is an aspect of politics that people are regularly exposed to in real life. But what role does moral rhetoric play in party politics? And how does it shape our views? Focusing on Western democracies, Shared Morals examines what moral rhetoric looks like, how it affects voters, and how it is relevant for democratic representation. Drawing from studies on party competition, political behavior, and moral and political psychology, the book illustrates that moral rhetoric is an integral aspect of party communication. Yet, unlike many current narratives in the scholarly and policymaking worlds, Shared Morals draws attention to the potential for moral rhetoric to highlight common grounds, bridge differences, and bring people together.

‘Politics is inevitably defined in moral terms. Yet, we continue to lack an understanding of how moral rhetoric impacts democratic functioning. In this groundbreaking book, Jung offers a novel portrait of morals in partisan communications - across nine countries - showing that it can mobilize, persuade, and lead voters to feel represented. The book is a definitive statement about the impact of morals in modern politics.’

James Druckman - University of Rochester

‘Political psychologists have been waiting for a contribution that rigorously situates morality’s unifying and divisive power against a rich array of histories, electoral systems, and styles of party competition. Shared Morals delivers. With innovative methods and comparative breadth, it shows how moral rhetoric mobilizes, persuades, and helps define democratic competition.’

Timothy Ryan - University of North Carolina at Chapel Hill

‘In Shared Morals, Jae-Hee Jung offers a compelling account of moral rhetoric as a central force in party politics. Through systematic empirical analysis, Jung shows that moral rhetoric is not necessarily a source of polarization but a means through which parties explain their motives, build trust, and connect with voters. Shared Morals reframes how we think about party rhetoric and political communication, making it a must-read for anyone interested in party politics.’

Zeynep Somer Topcu - University of Texas at Austin