Those who could not be with us in person yesterday, I ask them to support us by sharing, commenting, and liking today’s videos and posts. Let’s show that we are not only stronger on the streets, but also in the digital space.

To those who wanted to come, or would have liked to come but for some reason felt they could not, or thought they might not manage such a long walk due to their age, I want to say that it means a lot to us if they stand with us on social media — by writing a supportive comment or sharing posts related to the Peace March. This way the message can also reach people who cannot be here with us physically but are still with us in the virtual space and following what is happening. We count on them as well, and we sincerely thank them for their thoughts and supportive messages.

And to those who feel they do not want to be here, I can only say that everyone should think carefully about what is at stake in this election in terms of their own lives. We try to argue with reason, and we believe everyone can see that the threats directed at Hungary in recent weeks could make life much more difficult for all of us if we did not stand up against them and raise our voices against blackmail.

That is why I encourage everyone to think carefully, from the perspective of their own lives, about what is at stake in this election.

1️⃣ Digital Mobilization (online mobilization framing)

Excerpt

“support us with a share, a comment, or a like”

Technique

The speech frames political participation so that physical presence can be replaced by digital activity.

Key elements

• share
• comment
• like
• online presence

Goal

• increase the visibility of political support
• strengthen algorithmic spread
• create the perception of an online mass movement

Effect

People may feel that
➡️ even a simple online action means they are “taking part in the movement.”

---

2️⃣ “We Are the Majority” Narrative

(bandwagon effect / majority framing)

Excerpt

“Let’s show that we are not only more numerous on the streets, but also in the digital space.”

Technique

The communication suggests that the movement represents the majority.

This is a classic bandwagon effect.

Goal

• attract undecided people
• exploit crowd psychology

Effect

Readers may feel that:

➡️ “the majority is already on this side.”

---

3️⃣ Building Collective Identity

(collective identity framing)

Excerpt

“they are with us in the virtual space”

Technique

The speech creates an expanded community:

• those present at the march
• those supporting it online

Both groups are framed as members of the same political community.

Goal

• involve as many people as possible
• strengthen political identity

Effect

People may feel:

➡️ “we are one community.”

---

4️⃣ Suggesting Moral Obligation

(moral framing)

Excerpt

“we count on them a lot”

Technique

Participation is framed not simply as support, but as a moral contribution.

Goal

• create psychological pressure
• strengthen loyalty

Effect

People may feel:

➡️ if they do not support it, they are letting the community down.

---

5️⃣ Fear Framing Through External Threat

(fear framing / threat narrative)

Excerpt

“the threat that has been directed toward Hungary”

Technique

The communication places an external danger at the center of the political narrative.

Key words

• threat
• blackmail

Goal

• trigger emotional reactions
• mobilize political support

Effect

Readers may feel that:

➡️ the country is in danger.

---

6️⃣ Dramatizing the Election

(high-stakes framing)

Excerpt

“everyone should think about what is at stake in this election from the perspective of their own life”

Technique

The election is framed as an existential decision.

Not just a political choice, but something that:

• directly affects people’s lives.

Goal

• increase voter participation
• dramatize the political stakes

Effect

Readers may feel:

➡️ “this is about my own life.”

---

7️⃣ Constructing an Enemy Image

(external enemy framing)

Excerpt

“against blackmail”

Technique

The communication frames a political pressure coming from outside in opposition to “the Hungarian people.”

Goal

• define political sides
• create a “us vs. them” narrative

Effect

Readers may develop a feeling that:

➡️ defense is necessary.

---

Summary

The speech combines several classic propaganda and political communication techniques.

Main tools

• Digital mobilization
• Majority narrative (“we are the many”)
• Building collective identity
• Suggesting moral obligation
• Fear framing through external threats
• Dramatizing the election
• Creating an enemy image

Communication objective

➡️ political mobilization
➡️ increasing online activity
➡️ creating emotional identification with the movement.

My response to Telex, who are still very angry that Viktor Orbán and Péter Szijjártó brought two Hungarian prisoners of war home. It is sad that even in the most basic situations there isn’t enough goodwill in some people to simply rejoice together that the lives of our fellow Hungarians were saved.

Don’t you think it is in poor taste that these returned prisoners of war are then paraded in the Fidesz campaign?

I find it very unfortunate that even in matters like this we cannot reach some minimal common ground. Without meaning to offend you, I believe that the fact we were able to bring these people home from what was practically the jaws of death is, first of all, an incredible achievement and something truly remarkable.

And secondly, when we invite these people — and we did invite them — and the gentleman who attended the Digital Civic Circle gathering came willingly and gladly, it is obvious that he is grateful to Hungary. He expressed this gratitude with his presence as well, and naturally he is grateful to the current Hungarian government. He was there at the Digital Civic Circle event.

Péter Szijjártó and Viktor Orbán clearly played a role in this, as it was their work that allowed Hungary to maintain a peace-oriented position over the past years. Without that stance, I am convinced we would not have been able to bring these two men home.

I was very happy that we could celebrate together with them and share the joy that they are here. And, sorry to say, I do not consider this a propaganda tool at all. Celebrating together that, through a peace-oriented policy, we were able to bring someone back to Hungary from the jaws of death is a fantastic shared success.

And by the way, I have not really seen these gentlemen appearing much in public in recent days or weeks, and if that is how they prefer it, then I think that is perfectly fine.

1️⃣ Building a Moral Position

(moral framing / moral high ground)

Excerpt

“It is sad that even in the most basic situations some people cannot find it in themselves to rejoice together over the saving of our fellow citizens’ lives.”

Technique

The response places the debate in a moral framework.
The discussion is no longer about whether something is propaganda or not, but about:

➡️ whether we are capable of rejoicing over the rescue of Hungarian citizens.

Goal

• to make the question appear morally problematic
• to portray the journalist’s criticism as insensitive

Effect

The audience may feel that:

• those who criticize → are not happy about the rescued people.

---

2️⃣ Reframing the Question

(reframing)

Telex question

“Isn’t it distasteful that the returned prisoners of war are then showcased in the Fidesz campaign?”

Alexandra’s response

“This is a fantastic achievement and a fantastic thing.”

Technique

The response does not address the campaign usage, but instead focuses on:

➡️ the success of the rescue.

This is classic reframing.

Goal

to change the subject of the debate:

propaganda issue →

successful diplomacy

---

3️⃣ Emotional Delegitimization of the Criticism

(emotional delegitimization)

Excerpt

“It is sad that we cannot even find some minimal common ground on issues like this.”

Technique

Instead of refuting the criticism substantively, it is presented as:

➡️ a negative attitude.

Goal

to emotionally discredit the journalist’s position.

---

4️⃣ The Gratitude Narrative

(gratitude framing)

Excerpt

“He is obviously grateful to Hungary.”

Technique

The story is framed through gratitude.

This is a strong emotional communication tool:

• a rescued person
• grateful to his country

Goal

to build positive legitimacy.

Effect

The audience can more easily identify with the situation:

➡️ “something good happened.”

---

5️⃣ The Narrative of Political Credit

(credit claiming)

Excerpt

“Orbán Viktor and Péter Szijjártó clearly had a role in this.”

Technique

The success is linked to specific political actors.

Goal

to present the diplomatic outcome as:

➡️ a governmental achievement.

---

6️⃣ The “Pro-Peace Policy” Narrative

(policy justification framing)

Excerpt

“Without maintaining a pro-peace position in recent years, I am sure we would not have been able to bring these two people home.”

Technique

The event is placed into a broader political narrative:

➡️ pro-peace policy = saving lives.

Goal

to justify the government’s policy toward the war in Ukraine.

---

7️⃣ Rejecting the Propaganda Accusation

(denial framing)

Excerpt

“I absolutely do not consider this a propaganda tool.”

Technique

A simple categorical denial.

No detailed argumentation is provided.

Goal

to close the debate.

---

What Is Really Interesting in This Exchange

In reality, two different narratives collide.

Telex’s narrative

➡️ political campaign usage

Alexandra’s narrative

➡️ saving Hungarian lives

This is a typical communication conflict:

Telex framing	Alexandra framing
campaign	saving lives
propaganda	diplomatic success
political exploitation	shared national celebration

---

Rhetorical Evaluation

From a communication perspective, Alexandra’s response has:

Strong elements

• emotional framing
• positive narrative
• moral positioning

Weak elements

• partially avoids answering the question
• repetition
• few concrete details

---

✔ Summary

Alexandra’s response is a classic example of political crisis communication:

1. establishing a moral framework
2. reframing the debate
3. telling a positive story
4. emphasizing political credit

The real conflict in the exchange is not about the factual claims, but about the fact that the two sides are speaking about the same event within completely different frames.

Cockade, Hungarian heart — everything is ready for the Peace March! Come and protest together against blackmail!

The cockade is ready, the Hungarian heart is ready — nothing else is needed for us to be there at the Peace March and stand up against the blackmail of Hungary.