Východiská rezistencie voči globalizácii v politickej komunikácii D. Trumpa v čase Brexitu – kampaň Leave
Sources of Globalization Backlash in the Political Communication of D. Trump Brexit – The Leave campaign

Summary/Abstract: The study examined the underlying causes of the recent backlash against globalization, a phenomenon increasingly visible in political and social developments across Western democracies. Previous debates often separated material and nonmaterial explanations; however, this research focused on how these factors coevolved, interacted, and mutually shaped public perceptions of globalization. The objective of the study was to analyse how expectations about a less globalized counterfactual world, combined with political actors’ strategic mobilization of globalization skeptic attitudes, contributed to the rise of anti globalization sentiment. The analysis concentrated on two prominent political events of 2016—Brexit and the presidential campaign in the United States—as illustrative cases of how globalization became a central theme in political contestation.The study employed a qualitative review of existing scholarly literature, examining theoretical perspectives and empirical findings related to economic grievances, cultural concerns, identity politics, and political communication strategies. Through this approach, the research identified recurring patterns in how political campaigns framed issues of immigration, economic insecurity, and national sovereignty. The findings indicated that both the Brexit campaign and the U.S. presidential campaign used similar narratives linking globalization to perceived economic and social risks. These narratives resonated with segments of the electorate who felt disadvantaged by global economic integration. The study concluded that the globalization backlash was shaped by the interplay of structural economic changes and political framing strategies. The research suggested that future work should further explore how political actors translate complex global processes into simplified messages and how these messages influence public attitudes and policy debates

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