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This qualitative research offers an explanatory framework to identify potential moral motives evangelical Christian women demonstrate when championing Donald J. Trump, who defies biblical morality. Through focus groups and in-depth semi-structured interviews and utilizing Haidt’s Moral Foundation Theory (MFT), which hypothesizes that conservatives rely on all five of his moral value pairings in their moral implementation. This study juxtaposes whether MFT pairing references are applied when evangelical white Christian women expound on their admiration for the politician, Donald J. Trump. The findings from this study suggest that MFT verbiage accounts for a considerable amount of moral rationale from the participants, who consider their religious faith to be first and foremost in their lives when discussing politics and their political viewpoints. Their discussions and answers touch on all five of Haidt’s moral value pairings. These conservative Christian women’s long-established sanctified realm of religion, family, and the sovereign state hold firm in today’s political debate.

howard journal of communications

What Does Morality Have to Do with It? What Haidt and Moral Foundation Theory Reveals about White Evangelical Christian Women Who Advocate for Politician Donald J. Trump