LikeFight is back! In the series analyzing social media as a public battlefield, this time February 18-24. the period between - reports mandiner.hu. The data and analysis of LikeFight is provided by the Nézőpont Institute.
The war in the neighboring Ukraine was almost entirely the subject of domestic and international public discourse. Moreover, in the past week, this was not the only opportunity for the left to redraw the balance of power online: two demonstrations were also held, and there was another parliamentary hearing. Despite all the efforts of the left, the turnaround did not come this time either, the right is steadily leading on all fronts.
A cuteness campaign with youthful pictures, announced millions, insulting, offensive and provocative posts: these characterized Péter Márki-Zay's weekly Facebook activity, but even his full-force campaign proved to be too little for Viktor Orbán's approach.
In the international crisis situation, the strategy of the prime minister, who communicates in a more calm and peaceful style, was more winning for the Hungarians, Viktor Orbán toweringly leads the interaction board, who came out on top both on the right and in the entire field. On his page, his main message, that he will not allow anyone to drag Hungary into the war, has been processed several times, and this message has received a lot of likes and shares each time. Péter Szijjártó came in second place behind the prime minister, dictating an amazing pace of work and reporting in real time on his negotiations with the actors of international diplomacy.
Source: Point of View Institute
For the first time in a long time, the left put more energy into online communication (more posts, divisive, provocative style, which used to bring interactions), but despite all attempts, they fell behind the Fidesz politicians, who chose a much more restrained and calm style in the week.
On the left side, Tímea Szabó returned to the podium, and in her communication style, it seems that she drew inspiration from Péter Márki-Zay. He got a lot of likes with his posts, in which he simply labeled right-wing politicians with various degrading epithets. In a hot election situation, a divisive style is a very effective tool to appeal to the core, but the question is whether it will lead to new votes.
As is usually the case in difficult situations, due to the Russian-Ukrainian war, the demand for official government information and public service messages increased again, thanks to which the government's Facebook page increased its performance by 45,000 interactions in a single week. Examining the parties, we can see that both political sides took this week seriously, but Fidesz's advantage was not in jeopardy either.
Source: mandiner.hu/Nézőpont Intézet
Featured image: Viewpoint Institute
