Folk hero or folk devil?

The emotion-generating populist repertoire in Viktor Orbán’s policies

Abstract

The rise of populist politicians is accompanied by a combination of extreme positive and negative emotional waves, which reinforces the polarization of different political actors and society. Regardless of political affiliation, many – including academics – are baffled by the question of how some people can support leaders who, for purely political reasons, are willing to scapegoat individuals or groups for perceived or real problems, while others reject them for doing so. The article explores this polarized emotional relationship by drawing on social labelling theories (moral panic and euphoria, moral entrepreneurship) and heroic/charismatic leadership theory. These theories seek to explain how certain individuals and social groups can become outcasts (“folk devils”) or role models (“folk heroes”) in society. The article argues that populist leaders strategically launch their own moral enterprise by designating those who belong to the corrupt elite or the dangerous/deviant others and deliberately polarising citizens’ perceptions about them. The paper also attempts to distinguish between different modes of this strategy, using the example of Viktor Orbán, whose leadership exhibits charismatic and populist political elements. The argumentation is illustrated by the cases of the migration crisis, the anti-gay child protection law, the enabling law and the withdrawal from the European People’s Party.