This article belongs to the special cluster, “National, European, Transnational: Far-right activism in the 20th and 21st centuries”, guest edited by Agnieszka Pasieka. Research on populism attributes great significance to mapping the distinctive discursive logic of populist reasoning (e.g., the trope of pitting corrupt elites against the people). This article aims to move beyond the primary focus on discursive structures to stress the role of symbols, objects, and different modalities of circulation in the political communication of populist ideas, using the case of Hungary. By tracing the history of one of the key symbols of nationalist populism—the image of “Greater Hungary”—from its emergence in the interwar period to its present-day use, the article shows how the meanings and material forms this symbol assumed in political communication that evolved under different political regimes. The analysis builds on extensive archival, ethnographic, and online data to highlight how the diversity of material forms and the conduits through which this image circulated have contributed to its endurance as a key political symbol. Symbols, like the Greater Hungary image, condense complex historical narratives into a powerful sign that can be easily objectified, reproduced, and diffused. Today’s differentiated consumer markets provide convenient conduits for this kind of material circulation. These symbols carry meaning in and of themselves as signs, and once they are turned into everyday objects, they facilitate the normalization of radical politics by increasing their salience and broad visibility.
Consumer Background and Decision Making Styles of Malaysian College Students