Chapter 2 fully develops the overarching theoretical framework of the book. It first specifies a comprehensive theory as to why electoral authoritarianism tends to be the most preferred remedy for popular majorities living in troubled societies. It then moves on to define the specific rhetorical template and campaign strategy – what I describe as the elected strongman appeal – that electoral authoritarian incumbents use to press their advantage and win favor in populations distraught by turmoil. Finally, Chapter 2 develops a full theory of electoral competition in societies that have experienced deep, traumatic crises. This segment traces how justifying electoral authoritarianism as a strong-armed response to a national emergency enables authoritarian parties and leaders to achieve a genuine popularity advantage over their opponents, and to secure power through the ballot box and with minimal coercion.