Affiliation:
1. Department of Sociology, The New School for Social Research, New York, USA
2. Department of Media and Communication, Eötvös Loránd University, Budapest, Hungary
Abstract
Populist leaders are often described as “strongmen,” receiving a somewhat two-dimensional Western press coverage that cannot explain their local popularity. Based on visual and textual analysis of Hungarian Prime Minister Viktor Orbán’s Facebook, we argue that he has a more complex social media persona. Orbán’s Facebook shows him as (1) a fighter against a variety of enemies, (2) a symbolic condensation of the nation, (3) a relatable politician with (4) a gentleness toward children and animals, and (5) a strong competence in elite political contexts. Orbán uses his charismatic authority on Facebook to draw the boundaries of the Hungarian nation, presenting himself as the iconic representation of “Hungarian-ness.” The building blocks of his image are constantly being adapted to the current political situation and to shifts in public opinion. The Orbán image is, thus, a fluid and pragmatic material with only a few core principles and its popularity remains steadfast despite the brand’s contradictions. Understanding the appeal of Orbán’s self-representation may help us better grasp populist regimes’ variation and success worldwide.
Subject
Sociology and Political Science,Communication
Cited by
4 articles.
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