Orbán's Comprehensive Media Ascendancy: In the Digital Era, a Blend of Traditional and Modern Media Strategies Led by Hungarian Leader, Viktor Orbán
In the digital age, Viktor Orbán has masterfully controlled public discourse in Hungary via a hybrid media strategy. This tactic ingeniously integrates traditional media with digital platforms to intensify the reach and influence of nationalist narratives, while suppressing dissenting voices.
Beginning with the capture of conventional media outlets, Orbán and his allies have transformed Hungary's media landscape. Key to this domination is the acquisition of prominent platforms by Fidesz-affiliated economic groups, resulting in these outlets shifting their focus towards pro-Orbán propaganda. One striking case was the transformation of Origo.hu, an initially independent news site, into a government mouthpiece following acquisition by pro-Fidesz elements. Similarly, the takeover of leading television network TV2 by business figures close to Fidesz led to a shift in editorial alignment. This trend culminated with the founding of Central European Press and Media Foundation (KESMA) in 2018. While KESMA masquerades as a non-profit entity, it functions as a central hub for disseminating state-aligned content, diluting media plurality and consolidating government control.
Algorithms play a crucial role in amplifying government-aligned narratives, extending their reach beyond traditional media. Despite not directly owning platforms or their algorithms, Orbán's regime intelligently manipulates these mechanisms to promote content consistent with narratives disseminated by state-controlled media. This strategic maneuver enables targeted political communication, segregated by audience segments. For example, migration, a recurring theme in Hungarian media, is regularly framed as a threat to the nation's security. A viral post by Orbán linking migration to terrorism garnered 38,000 likes and 769,000 views, underscoring the effectiveness of social media in reinforcing pro-government media discourse.
By exploiting algorithms to prioritize ideologically charged and polarizing content, Orbán's regime undeniably shapes public opinion while evading editorial scrutiny inherent in independent journalism. As Benedek (2024) argues, this dual approach shifts political discourse towards elite manipulation and reinforces partisan perceptions of reality, making it exceedingly difficult for dissenting views to gain traction.
Orbán's hybrid media approach also subtly manipulates national discourse to control the narrative during crises, such as the 2015 refugee crisis. By employing Facebook ads and viral posts to spread fear-driven narratives, Orbán's government actively fuels crises to further cement their power and reinforce nationalist, pro-government sentiments.
The dynamics of Hungarian media under Orbán's leadership demonstrates the perilous consequences of an intertwined media and political landscape, particularly when combined with algorithmic manipulation. While the hybrid nature of Orbán's media strategy offers an innovative means to consolidate power, it also raises significant concerns about democratic accountability. Asalgorithmically amplified narratives delimit the scope of opposition voices and weaken pluralistic debate, policymakers, media regulators, and the public alike must remain vigilant and diligent in safeguarding democracy in the face of technological innovation.
- The manipulation of algorithms by Orbán's regime in Hungary enables the prioritization of ideologically charged content, shaping public opinion and evading the editorial scrutiny inherent in independent journalism.
- Orbán's hybrid media strategy has effectively polarized Hungarian media discourse, making it increasingly difficult for dissenting views to gain traction, according to Benedek (2024).
- In times of crisis, such as the 2015 refugee crisis, Orbán's government uses Facebook ads and viral posts to spread fear-driven narratives, further cementing their power and reinforcing nationalist, pro-government sentiments.
- Policymakers, media regulators, and the public must remain vigilant and diligent in safeguarding democracy in Hungary, as the intertwined media and political landscape, combined with algorithmic manipulation, pose significant concerns about democratic accountability.
