The Dutch star on the flag of Europe: the personalisation of national identity in Geert Wilders’ celebrity politics

This article analyses the political style of the Dutch nationalist-populist celebrity politician Geert Wilders and examines the ways in which his self-stylisation epitomises both the strategic use of national imagery, and the affective embodiment of associated sentiments in his public persona. Using insights from imagology, we argue, firstly, that Wilders' use of national images allows him to align himself with the traditional narrative of Dutch collective resistance to foreign rule and thus to authenticate his political attitude as compliant with that of the Dutch national character. Secondly, turning to the field of celebrity studies, we demonstrate that this self-stylisation also involves a form of emotional work. In speeches, texts, campaign advertisements, and tweets, Wilders projects an affectively charged public self that 'moves' the audience and lends a sense of urgency to his politics as well as a feeling of authenticity to his political persona.