I research how increasingly marginalized and challenged social identities (such as workers and people from rural areas), through popular moral judgments about the value of hard work and effort, are translated into stable and positive political identities that people want to identify with and vote on the basis of - as well as the way in which this work of translation is discursively constructed, partly by various political actors (such as right- and left-wing populists or revived establishment parties), and partly from below, in changing social communities.