ABSTRACT
How do right-wing-populist incumbents navigate rhetorical strategic choices when they seek to manage external crises? Relevant literature has paid increasing attention to the role of ‘crisis' in boosting the electoral success of right-wing populist candidates. We know a lot less about the rhetorical strategies used by right-wing populist incumbents seeking re-election. We draw on literatures on populism, crisis management and political rhetoric to conceptualize the rhetorical strategic choices of right-wing populist incumbents in times of crisis. We propose a framework for the choice of rhetorical strategy available to right-wing populist incumbents and illustrate it with a qualitative content analysis of Trump's tweets and White House press briefings during the first months of the COVID-19 pandemic. We find limited rhetorical adaptation to crisis and high degrees of continuity with previous rhetoric grounded in right-wing populism. This challenges prevalent assumptions regarding the likelihood of incumbent rhetorical flexibility in the face of crisis.