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Shocking Experience: How Politicians' Issue Strategies Are Shaped by an External Shock During Campaigns

[Zeitschriftenartikel]

Farkas, Xénia
Burai, Krisztina
Bene, Márton

Abstract

In this article, we focus on how the issue strategies of political leaders are influenced by an external shock that completely changes the public agenda of the election campaign. The 2022 Hungarian parliamentary election campaign is a unique case to investigate this question, as Russia attacked Ukra... mehr

In this article, we focus on how the issue strategies of political leaders are influenced by an external shock that completely changes the public agenda of the election campaign. The 2022 Hungarian parliamentary election campaign is a unique case to investigate this question, as Russia attacked Ukraine six weeks before the election day (April 3, 2022). The study aims to investigate whether the campaign's issue strategies changed due to this shocking event, and if so, what are the main directions of the changes. The examination relies on a manual content analysis of Hungarian party leaders' Facebook posts during the campaign, covering both the period before and after the outbreak of the war. First, based on the literature, we distinguish between different issue strategies such as issue ownership, issue stealing, "riding the wave," and multi-issue and issue-poor strategies. We categorize political leaders' issue strategies based on their issue focus before and after the external shock. Our results show that while war, economy, and foreign policy play a greater role in the communication of most political actors after February 24, there are remarkable differences between political actors. The communication of opposition party leaders seems to persist with their original issue strategies (issue-poor and multi-issue campaigns), while Viktor Orbán clearly changed his focus immediately after the invasion of Ukraine and ran a "riding the wave" campaign with a focus on war.... weniger

Thesaurusschlagwörter
Ungarn; Krieg; Kampagne; Inhaltsanalyse; Parlamentswahl; Wahlkampf; Soziale Medien; politische Kommunikation; Facebook

Klassifikation
politische Willensbildung, politische Soziologie, politische Kultur

Freie Schlagwörter
external shock; issue strategies; riding the wave strategy

Sprache Dokument
Englisch

Publikationsjahr
2024

Zeitschriftentitel
Politics and Governance, 12 (2024)

Heftthema
How Political Issues Shape Social Media Campaigns for National Elections

ISSN
2183-2463

Status
Veröffentlichungsversion; begutachtet (peer reviewed)

Lizenz
Creative Commons - Namensnennung 4.0


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Home  |  Impressum  |  Betriebskonzept  |  Datenschutzerklärung
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.