Policy to Experience. Pride and Hubris in Prime Minister Viktor Orbán’s Campaign Communication

This chapter examines how PM Viktor Orbán instrumentalised two subjectively positive self-evaluative emotions, pride and hubris, to expand the camp of his supporters. In relation to which developments and whose performance did Orbán show pride, recommending the same emotion to his potential supporters, when was pride replaced by hubris: by uncritical pride and showing-off? Whether the relationship of moral communication to populism as well as the escalation of the war in Ukraine contributed to the success of the political right. The results show the prime minister’s communication may be classified as techno-populist, and the war created the opportunity to recall his experiences in averting threats instead of merely listing specific achievements and promises in his communication.