Managing Moral Emotions in Divided Politics
Lessons from Hungary’s 2022 General Election Campaigns
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Managing Moral Emotions in Divided Politics
Lessons from Hungary’s 2022 General Election Campaigns
About this book
This book explores how to identify and understand moral emotions—shame, guilt, pride, and hubris—in political messages and news media. Recognizing these emotions is crucial for assessing morality's role in public discourse, particularly as moral debates have deepened public divides on issues like abortion, migration, LGBTQ+ rights, and freedom of speech. These debates fuel political struggles between groups with different social values and moral intuitions, especially during election campaigns where moral conflicts are used to distinguish opposing forces. In these moral conflicts, each ideological camp seeks to affirm its legitimacy while questioning its opponents' reputations. Thus, understanding morality is vital for those interested in contemporary public discourses in divided nations. This book stimulates discussion on emotion-based morality, moral language, and discursive moral regulation in politics. It offers innovative analytical frameworks to study how political communication contributes to public moralization. The book combines descriptive, explorative, and comparative approaches to summarize findings from mixed-method analyses (qualitative and quantitative, textual and visual, content and survey) of moral emotional messages and media portrayals of prime minister candidates during Hungary's 2022 General Election Campaigns. Hungary serves as an illustrative case due to increasing concerns about the moral status of its political elite and extreme hostility between political blocs, leading to polarized views on governance. This book will be of interest to academics specializing in empirical moral studies and investigating public discussions in contentious and polarized societies.
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Table of contents
- Cover
- Front Matter
- 1. Preface
- 2. Approaching Moral Emotions and Moral Emotion Management in Election Campaigns: Introduction
- 3. Policy to Experience. Pride and Hubris in Prime Minister Viktor Orbán’s Campaign Communication
- 4. Purification in Politics: Guilt and Shame in the Challenger’s Rhetoric
- 5. Visuals and Moralisation: Patriotic Pride and Shaming Through Visual Communication in the 2022 Hungarian Parliamentary Elections on Facebook
- 6. Post-election Blues: The Communication of the Opposition After the Defeat in April 2022
- 7. Mediating Moral Emotions. How Did Online News Media Cover Moral Emotional Messages During the 2022 General Election Campaigning?
- 8. Morality Combinations: Moral Language in the News Media Coverage of the Ukrainian War at the Time of the 2022 Hungarian Parliamentary Election Campaign
- 9. “You Know How I Feel?” The Identification of Politicians’ Moral Emotional Displays During the 2022 Election Campaign in Hungary
- 10. Exclusively Partisan Emotions? Imitating the Moral Emotional Expressions of Politicians
- 11. Towards a Moral Emotional Antagonism in Political Rhetoric? Our Conclusion
- Back Matter