Abstract
This article examines cringe communication as an emerging form of affective political communication that combines mockery, moral judgement, and partisan mobilization. Drawing on a qualitative multimodal analysis of seven videos produced by the pro-government YouTube channel Patrióta–Trombi Roast during Hungary’s 2024 European Parliament and municipal election campaigns, the study investigates how verbal, visual, and performative cues construct political opponents as cringeworthy. The analysis conceptualizes cringe as a composite emotional configuration blending vicarious embarrassment, contempt, and amusement, and develops a coding framework linking expressive cues, emotional responses, rhetorical devices, and political functions. The findings reveal that cringe communication systematically transforms political opponents into morally inferior, socially embarrassing, and politically illegitimate figures through insult comedy, exaggerated identity markers, and multimodal ridicule. Beyond entertainment, these videos reinforce in-group solidarity, align with governing-party narratives, and contribute to symbolic exclusion.
Keywords
Cringe communication; Election campaigning; Hungary; Insult humor; Moral emotions
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