When a pariah party exploits its demonised status: the 2019 Finnish general election

The governing Centre and Conservative parties played the 'economy' card - we've got Finland 'back into shape'; the green parties, the Greens and Left Alliance, played the 'climate change' card, demanding action to go with the talk; the Social Democrats played the 'caring' card and the need for a Finland that cares for the elderly, the low-paid and young persons; the Finns Party in contrast played the 'no one likes us, we don't care' card, seeking to exploit its pariah status for electoral gain. The adoption of a siege mentality strategy, designed to capitalise on its ostracised position, served to mobilise protest support and the Finns Party came within a whisker of beating the Social Democrats into second place. The Social Democrats then turned the clock back and put together the type of left-centre ('red mud') coalition that had characterised Finnish governments for half a century from the mid-1930s onwards.