State Advertising in Hungary
This series of visualizations is an appendix to the journal paper "State advertising as an instrument of transformation of the media market in Hungary" , published in East European Politics, and written by associate professor Ágnes Urbán of Corvinus University and by me. In the paper we examine and analyze data on state bodies' (the government, ministries, authorities, state institutions, state owned companies) advertising practices between 2006 and 2018 through three following governments, the Gyurcsány-Bajnai (2006–2010), the second Orbán-government (2010–2014) and the third (2014–2018). The data were provided by Kantar Media Hungary.
For this project I focus on just the 50 largest state advertisers. I filtered out the billboard-, the indoor- and the cinema-advertising market. While all three media types can serve as a good tool for propaganda, hereby I show just those media types which is considered as "news media", as newspapers, television and radio channels and online news media. I make a simple dichotomy on what can be considered "pro-Fidesz" (pro-Orbán, from 2010 pro-government) media and what is "not pro-Fidesz". This simple division can be misinterpreted as "not pro-Fidesz" is "anti-Fidesz". This is not the case. "Not pro-Fidesz" is all other media including pro-Socialist, independent, multinational, or politically and ideologically neutral media. For a more in-depth analysis see our previous (and still ongoing) visualization project with Mérték Media Monitor.
How to read?
The alluvial diagrams shows how much public money was spent by the largest 50 state advertisers (left) to "pro-Fidesz" (orange) and "not pro-Fidesz" (blue) media companies (right) in HUF. The years follow consecutively from 2006 to 2018. By clicking on an advertiser the stream of the money can be highlighted.