Moral framing and referendum politics: Navigating the empathy battlefield

Frames enable individuals to locate and label occurrences within their life space and the world at large. In this article, we study the framing of moral issues with the help of Moral Foundations Theory and by relying on rich qualitative data. Existing studies are primarily based on laboratory experiments, without a focus on how such processes are shaped in a real‐life setting. Through a detailed study of the 2018 Irish referendum on abortion, we ask: How is moral framing used in a referendum setting? This case is important not only because referendum campaigns may have higher chances of influencing public opinion than election campaigns but also because of the highly contentious nature of abortion and the recent societal changes in the Irish context. Based on in‐depth semi‐structured interviews with campaigners and politicians, as well as focus groups with voters, we find that the campaigners from opposing sides used moral foundations (the Care foundation) deliberately in their campaign to appeal to undecided voters, focusing on the health of women or the plight of unborn babies. Our findings also show that not every moral foundation is relevant for the campaigners due to the national and historical context.