Márton Bene

Márton Bene
Hungarian Academy of Sciences | HAS · Institute for Political Science

Political Science PhD

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28
Publications
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267
Citations

Publications

Publications (28)
Article
Full-text available
Although images have always been part of politics, research on the visual aspects of political communication recently gained momentum, especially with the spread of social media-based political communication. However, there are still several significant research gaps in this field. The aim of this article is to identify and compare the patterns and...
Article
Full-text available
This study is designed to contribute to the debate on whether Facebook is a normalizing or equalizing force in political competition in the context of the 2019 European Parliament elections. It argues that conflicting findings in the literature are due to (a) the lack of crosscountry investigations, (b) the lack of a multidimensional approach to Fa...
Article
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This article provides the first comprehensive analysis of how parties across 28 countries use digital political marketing on Facebook by drawing on the example of the 2019 European Parliament election. We introduce a theoretical model of political Facebook marketing and compare the paid media activity (sponsored posts, ads) of 186 parties to their...
Article
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It is an old concern in public and academic debates that people are not interested in European-level issues, and even European Parliamentary election campaigns, which are the main democratic tool of the EU to involve ordinary people into political decision-making, are mostly about national-level political topics. Moreover, even when European issues...
Article
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On Facebook, patterns of user engagement largely shape what types of political contents citizens can see on the platform. Higher engagement leads to higher visibility. Therefore, one of the major goals of political actors’ Facebook communication is to produce content with the potential to provoke user engagement, and thereby increase their own visi...
Article
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Along with the recent boom in support of populist movements in Europe, social media seems to be the ideal place for their interaction with the public. While Facebook has been thoroughly explored for populist campaigning, there is still scarce research on visual aspects of their communication. Analysing the 2019 European Parliament campaign, this st...
Article
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Filtering strategies enable social media users to remove undesired content from their feeds, potentially creating homophilic environments. Although previous studies have addressed the individual-level factors and content features that influence these decisions, few have solely focused on users’ perceptions. Accordingly, this study applies social ex...
Chapter
Populism is presented as a severe challenge to democracies as it delegitimises the institutions and processes on which democratic society is built. The infectious nature of populism within a system drives a shift in the public mood. We investigate this phenomenon through a content analysis of party posts on Facebook during the 2019 European parliam...
Chapter
The investigation of main features of Hungarian parties’ strategic communication on their central Facebook pages during the 2019 EP election shows huge Fidesz dominance in the level of user engagement. Also, oppositional parties (DK, Momentum) that reached unexpectedly good election results compared to the other opposition parties also performed ve...
Chapter
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Parties have limited opportunities to determine the audiences of their organic communication. However, Facebook offers sophisticated advertising possibilities which enable parties to sponsor their organic messages in order to target them at selected and narrow segments of the electorate. Information on advertising activity was not available in Euro...
Article
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The article reviews the main theoretical and empirical contributions about digital news media and online political communication in Hungary. Our knowledge synthesis focuses on three specific subfields: citizens, media platforms, and political actors. Representatives of sociology, political communication studies, psychology, and linguistics have res...
Chapter
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The Hungarian government’s crisis management fit well the illiberal logic of the current regime. It was characterized by strong leadership of Prime Minister, Viktor Orbán who personally controlled the first wave of fight against the COVID-19 pandemic. His unquestionable leadership was further reinforced by a controversial law that provoked intense...
Chapter
Populists in Hungary had to manage the crisis from government position. Orbán has shown strong leadership during the crisis and dominated the political context of the issue. However, the usual elements of the ‘populist myth’ characterizing Orbán’s and Fidesz’s ordinary communication were adopted to interpret and frame the COVID-19 crisis. Within th...
Chapter
Full-text available
Populists in Hungary had to manage the crisis from government position. Orbán has shown strong leadership during the crisis and dominated the political context of the issue. However, the usual elements of the ‘populist myth’ characterizing Orbán’s and Fidesz’s ordinary communication were adopted to interpret and frame the COVID-19 crisis. Within th...
Article
Full-text available
This study investigates the political topics that triggered user engagement on candidates’ Facebook pages during the 2018 Hungarian general election campaign on a full dataset of politicians’ communication by using automated content analysis approaches. We have limited knowledge on what topics spread well on Facebook. This study aims to fill this g...
Chapter
Full-text available
The European Election campaign 2019 enjoyed heightened attention in the European and global public due to the recent emergence of populist actors, new parties, and large European issues such as immigration, climate change, and Brexit. Starting theoretically from the issue ownership theory, shareworthiness, and the second-order character of European...
Article
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As a motivational factor of action, political efficacy is an important predictor of political behavior. The term was invented to capture the extent to which people feel that they can effectively participate in politics and shape political processes. Today, we have a comprehensive knowledge of the individual-level factors (socio-demographic variable...
Article
The article addresses the issue of political polarisation in the news media in Hungary. Hungary is an illustrative case of a country which has been studied as the example of high political parallelism in news media, and one of the most politically polarised societies in Europe. We contribute to the literature in a number of ways. First, to our know...
Article
This article investigates the discursive opportunities for radical-right populist politics in Hungary and Romania. We argue that it is important to assess whether the discursive activities of radical-right media are reflected and included in the chains of discussion in the public sphere. The involvement and visibility of radical-right media in news...
Article
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This study investigates how candidates' Facebook performance, measured by the number of average shares, likes and comments per post, affects the personal vote they gained during the Hungarian general election campaign of 2014. The database contains three of the most voted-for candidates owning Facebook pages from all single-member districts. The re...
Article
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The study explores the validity of the media visibility thesis in a crosscountry comparative framework, concentrating on the position of media outlets sympathetic or affiliated to the populist radical right parties in the public spheres in Hungary and Romania. The visibility of such media outlets in the public sphere is considered crucial in the co...
Article
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The study investigates 25 viral posts during the Hungarian general election campaign in 2014. These are posts whose numbers of shares were much higher than the average shares of their posters’ posts. The study addresses the question of what kind of contents may get viral and how this happens. First, it investigates the most specific and common feat...
Article
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The study examines the role and impact of Facebook as a central political information source within today’s high-choice information environment among university students. It assumes that the growing role of Facebook as a political information source means the return of the two-step flow of information model: political views and experiences of the l...
Chapter
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This paper proposes new approach in understanding political polarization by presenting an explorative research that focuses on the Hungarian media sphere. Given the heavily partisan, increasingly post-objective and highly fragmented nature of the Hungarian media, we provide an issue-centred case study approach to comprehend whether mass communicati...
Article
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The study addresses the question of what type of political content can trigger reactions from electoral candidates’ followers on Facebook. Citizens’ reactivity is increasingly important in contemporary political communication. The politicians’ posts can reach the wider public through the citizens’ public reactions. While we have extended knowledge...
Article
Full-text available
The present paper examines the political construction of ageing and conflicts between generations. The process of construction is driven not merely by institutional actors and opinion leaders in the media, but also by citizens who talk to each other about politics. In my paper I have focused on the latter by observing online discussions that appear...
Article
Full-text available
Despite voluminous literature explaining the emergence and the electoral contours of right wing radicalism in Europe, little is known about the location of radical right mass communication channels in the media sphere. The aim of this article is to fill the gap by identifying and analysing the positions of the radical right media within the network...

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Projects

Projects (2)
Project
CamforS is a scientific collaboration network of scientists that aims at comparatively studying digital campaign strategies in European countries. Building upon a broad expertise in political communication research, CamforS focuses on how traditional and new political actors use social media (with a special focus on Facebook) to inform, interact with, and mobilize voters, as well as which target audiences they address during the European Election Campaign 2019.