State advertising as an instrument of transformation of the media market in Hungary

Abstract

The study uses a comparative-historical perspective to examine the practice of state advertising in the Hungarian media by looking at the relevant practices of three governments. Using previous economic and political theoretical assumptions and data on Hungarian state advertising between 2006 and 2017, we argue that state advertising is a powerful tool of political favouritism as well as an instrument of market distortion, censorship and building an uncritical media empire aligned with the government. This practice can be viewed as part of a broader set of instruments deployed by illiberal states and hybrid political regimes to consolidate their hold on power.