Since the early days of rhetoric, it has been known that the impact and effectiveness of a political speech is not only determined by its topical political messages or ideological content, but also by its structure and the way it is organised. This paper analyses a longer and a shorter text by the Hungarian prime minister, studying how they reflect the recipe for success in popular culture: the structure of the Hollywood formula and the energy curve of pop music songs.
Médiakutató Summer 2023 pp. 47-56 https://doi.org/10.55395/MK.2023.2.3
This paper explores the key features of Viktor Orbán’s populist rhetoric, which remained essentially the same from 1989 to the 2020s. Orbán speaks in the name of the nation as a whole, envisions dangerous enemies instead of democratic political opponents, and mobilises against an external occupying power. By systematically evoking fear, the desire for revenge, and naming the ever-present enemies, he transforms historically rooted ressentiment, grievance culture and notions of (self)victimisation in Hungarian national identity into active hate politics. With his rhetoric, he awakens the desire for an authoritarian leader who saves us from a fearful and dangerous world with dictatorial state policies. Theoretically, I analyse Orbán’s speeches and their powerful impact with the concepts of speech act theory and securitisation. The texts include Orbán’s famous speech in 1989, and his series of seasonal addresses during the last twenty years (including a secondary analysis of a database of 41 speeches).
Médiakutató Autumn-Winter 2022 pp. 59-77