Abstract
In order to embrace the complexities and ambivalences that constitute the global and multifaceted phenomenon of populism, this contribution proposes a), a shift of scholarly attention to the particularities of framing political issues in populist practice, and b), the facilitation of micropolitical approaches in researching these framing practices and their responses. Using the Alternative for Germany’s framing of the “returning wolves” debate in Eastern Germany as an example, this contribution offers a situated approach to understanding right-wing populism, and provides insights into framing techniques that serve to cause affective resonance with people who, supposedly, feel left behind.