Populists like Farage promise voters a simpler life. In fact, they produce ever more hassle and chaos | Andy Beckett

Centrists won't beat Reform UK by echoing its messages. They should emphasise the true unworkability of policies like Brexit

In the middle of an election or the early stages of an administration, populist politics can feel like a liberation. The unsayable is said. Political rules are broken. Constitutional restrictions are flouted. Populist rallies are boisterous, seemingly uninhibited, with enemies of the movement taunted or intimidated.

For many voters, and even some activists and politicians, conventional politics can be boring, with its careful rhetoric and predictably choreographed campaigns, its compromised and complicated centrist policies. Populism promises something much more visceral, with larger-than-life leaders and dramatic national goals: make America great again", take back control". Digital media, with its constant hunger for brevity and straightforward narratives, is a perfect environment for populism's seductive claim that politics is actually quite simple.

Andy Beckett is a Guardian columnist