Purification in Politics: Guilt and Shame in the Challenger’s Rhetoric

This qualitative content analysis reveals that about 38% of the posts on the opposition prime ministerial candidate’s Facebook page, that is, every third post, contain a morally devaluing textual or verbal expression, which is in line with previous research: in electoral contests, challengers tend to mix accusatory and shame-eliciting language in their political rhetoric. Condemnation, however, is not limited to the candidates of the opposing party but forces the entire Hungarian political community to confront it in a moralistic way. With his totalitarian and collective moral judgements, the prime minister-candidate has taken upon himself the task of cleaning up political life. The conclusion also highlights the benefits and risks of the strategy of political purification and moral devaluation.