NEGATÍV KAMPÁNY A PÁRTOK KÖZVETLEN KOMMUNIKÁCIÓJÁBAN MAGYARORSZÁGON
NEGATIVE CAMPAIGN IN HUNGARY. NEGATIVE CAMPAIGN IN THE DIRECT COMMUNICATIONS OF PARTIES

Summary/Abstract: This paper examines the use of negative campaigning in the Hungarian parliamentary election campaigns that took place since the regime change. The major hypothesis of the paper is that due to the transformation of the party system and to the development and professionalization of campaigns the number of negative messages has increased since the regime change, i.e. the Hungarian campaigns have become more negative. In addition the paper aims to answering how the Hungarian parties use negative campaigning as a political marketing technique: which parties use this technique, what type of messages appear and how they are timed during the campaign. To answer these questions the study examines the parliamentary election campaigns that took place since 1990, using content analysis of the direct communication of party politicians and press releases of the parties.

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