Putin, Trump and Orban are used as examples in this study:
https://www.politico.com/news/magazine/2023/07/30/the-connection-between-political-lies-and-conspiracy-theories-00108378
My research analyzes real speeches made by politicians past and present, including those of Trump, Orbán and Putin, using cognitive linguistics — a branch of linguistics that examines the relationship between language and the mind. What I have found is that throughout history, speeches by dictators and autocrats have one thing in common: they use dehumanizing metaphors to instill and propagate hatred of others.
It is well-documented that for example words like “reptiles” and “parasites” were used by the Nazi regime to compare outsiders and minorities to animals. Strongmen throughout history have referred to targeted social groups as “rats” or “pests” or “a plague.” And it’s effective regardless of whether the people who hear this language are predisposed to jump to extreme conclusions. Once someone is tuned into these metaphors, their brain actually changes in ways that make them more likely to believe bigger lies, even conspiracy theories.
These metaphors are part of a cognitive process that entraps some people in this kind of thinking while others are unaffected. Here’s how it works.
The first step to manipulating the minds of the public, or really the precondition, is that listeners need to be in the right emotional state.
In order to hack into the minds of the public, people need to feel fear or uncertainty. That could be caused by economic instability or pre-existing cultural prejudices, but the emotional basis is fear. The brain is designed to respond to fear in various ways, with its own in-built defense mechanisms which produce chemicals in the response pattern, such as cortisol and adrenaline. These chemical responses, which zip straight past our logical brains to our fight-or-flight reactions, are also activated by forms of language that instill fear, either directly (as in a vocal threat) or, more insidiously, by twisted facts which allay fears through lies and deceptive statements.