KAMPÁNY-PERSZONALIZÁCIÓ MAGYARORSZÁGON A KÉPVISELŐK SZEMÉVEL
PARTICIPATION AND INDIFFERENCE: SOME DATA TO THE STATE OF SOCIAL PARTICIPATION IN HUNGARY

Summary/Abstract: The aim of this paper is to uncover the micro-factors structuring campaign personalization in the case of Hungarian Members of Parliament. It is presumed that under party-centred electoral rules, the effects of the various independent characteristics are fi ltered by the parties. Thus, due to the electoral rules, personalization cannot contradict party centeredness. Representatives do not wish to distance themselves from their parties. Personalization is more of the result of the positions they hold or wish to fi ll in than the desire to defy party lines out of individualistic motivations. Based on the data from the 2010 MP-survey of the Hungarian Election Study, the article unveils the circumstances under which campaign personalization prevails. The international 228 ABSTRACTS scholarly literature sets several hypotheses with regards to the factors infl uencing three dimensions of campaign personalization (norms, means and agenda), out of which several will be tested in this paper. The analysis concludes that electoral rules, local political background and party affi liation are what seem to structure campaign personalization.

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