A médiafölényről
On media preponderance

Summary/Abstract: The article challenges the current use of the notion of media preponderance in analysing vot-ing behaviour in the 2018 Legislative Election in Hungary. Although data demonstrate heavy partisanship and intensive government intervention in certain media sectors, we claim that the existing studies on media preponderance do not provide sufficient empirical evidence to have a strong explanatory power regarding the electoral support, or the lack of it, of any political parties in Hungary. To discover the role of media in political communication, we recommend revising the concept of media and how we measure influence on and by media. The article distinguishes five aspects of preponderance: ownership, content, access, consumption, and effect, and offers methods and indicators for future research. We claim that there is a pressing need for such a complex analytical framework to investigate who rules the media, how it is done, and to what extent it has an impact on voting behaviour.

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