Strong women, strong businesses in Óbuda!
Ildikó puts incredible work into her own clothing store, which is doing well thanks to her efforts.
Of course, government support also helps: with the Széchenyi Card she is able to develop and expand her business.
At the same time, the increasingly turbulent state of the world worries her as well. She fears that if we are dragged into a war, her son might be taken as a soldier and would have to give up his swimming career; and if energy prices spiral out of control, her business could be ruined.
Ildikó and small entrepreneurs and mothers like her can count on us. As long as Viktor Orbán is governing, we will stay out of the war and continue to stand by affordable energy.
Thank you for the conversation!
“If I can, I’m going to invest now — the shop will be completely renovated.”
“Really? So you’re actually starting now?”
“Yes, this month.”
“That’s great timing. What is the general mood like now? If we look a bit beyond this very narrow environment — the shop — what do you feel and see?”
“Well, fear… and the worry that they might take the child to be a soldier. That’s the biggest fear.”
“Yes, he’s twelve now.”
“Yes, he’s exactly at that age.”
“And that he might have to give up swimming because of the war.”
“Of course. A sports career, as I understand it.”
🎭 Propaganda and Influence Techniques in Alexandra’s Message
The text is a classic campaign-style political communication that tries to convey a political message through a personal story.
The goal of the communication is to create emotional identification, and then turn that emotion into a political conclusion.
The simplified narrative:
➡️ Government / Orbán = protection, stability, support
➡️ War / energy prices / an uncertain world = threat
Below are the main propaganda and rhetorical techniques used in the message.
1️⃣ Use of a personal story (storytelling)
Excerpt
“Ildikó puts incredible work into her own clothing shop…”
Technique
👉 presenting the story of an ordinary person
Goal
To present the message not at a political level, but through a personal life story.
Effect
Readers can more easily identify with a specific person than with an abstract political argument.
2️⃣ Creating a point of identification (ordinary people framing)
Excerpt
“Ildikó and small entrepreneurs and mothers like her…”
Technique
👉 representation of the “average citizen”
Goal
To present the political message as if it represents the interests of ordinary people.
Effect
Readers may feel that politics is about their own everyday problems.
3️⃣ Government success narrative
Excerpt
“She can develop her business with the Széchenyi Card.”
Technique
👉 positive political framing
Goal
To present economic support programs as direct political achievements.
Effect
Government policies become linked to personal success stories.
4️⃣ Fear-based framing
Excerpt
“If we are dragged into a war, her son could be taken as a soldier.”
Technique
👉 activation of security-related fears
Goal
To present geopolitical conflict as a personal family threat.
Effect
Readers interpret the issue not as geopolitics, but as a danger to their children’s future.
5️⃣ Invoking economic fears
Excerpt
“With energy prices spiraling out of control, her shop could go bankrupt.”
Technique
👉 emphasizing economic uncertainty
Goal
To frame everyday economic concerns within a political narrative.
Effect
Politics becomes directly connected to people’s daily livelihood.
6️⃣ Offering a simple political solution
Excerpt
“As long as Viktor Orbán governs, we will stay out of the war…”
Technique
👉 simplified cause-and-effect narrative
Goal
To reduce a complex geopolitical situation to the decision of a single political leader.
Effect
Political choice is framed as a decision between safety and danger.
7️⃣ Emotional closure
Excerpt
“Ildikó and small entrepreneurs like her can count on us.”
Technique
👉 protective political framing
Goal
To present the political actor as a supportive and caring protector.
Effect
The message ends on a positive and reassuring emotional tone.
✅ Summary
The communication structure of the message:
- Story of an ordinary person
- Economic success linked to government support
- Fear (war, energy prices)
- Presentation of a political solution
This follows a typical campaign communication formula:
➡️ personal story
➡️ emotional identification
➡️ presentation of a threat
➡️ offering a political solution