Julia Sonnevend and Veronika Kövesdi – More Than Just a Strongman: The Strategic Construction of Viktor Orbán’s Charismatic Authority on Facebook

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.