Pelkistytte

Pelkistytte is a neologism used in media studies to describe a rhetorical technique that intentionally uses fear-based messaging to influence an audience. The term refers to strategies that amplify perceived threats in order to prompt emotional responses, shape opinions, or prompt action.

Origin and usage: The word is a recent coinage, proposed by scholars in the early 2020s and drawing on the Finnish root pelko, meaning 'fear'. In practice, pelkistytte is used to categorize and analyze communications that rely on alarm, rather than balanced information. While it has gained some traction in English-language discussions, it is not a formally codified linguistic category in Finnish.

Mechanisms and contexts: Pelkistytte commonly appears in political messaging, sensational news coverage, advertising, and online discourse. Tactics include vivid or graphic imagery of danger, doom-laden forecasts, exaggerated statistics, scapegoating, and calls to collective action. The aim is to raise perceived risk and reduce critical scrutiny, increasing engagement, shares, or compliance.

Critique and implications: Scholars warn that pelkistytte can contribute to misinformation, panic, and erosion of trust. Critics urge clearer sourcing, proportional framing of risks, and media literacy to help audiences assess fear-based claims. Proponents argue that fear can reflect real risks when balanced with evidence and actionable guidance.