Analiza komunikacji Platformy Obywatelskiej z użytkownikami Instagrama po wyborach parlamentarnych w 2023 roku
Analysis of Civic Platform's Communication with Instagram Users after the 2023 Parliamentary Elections

Summary/Abstract: This study analysed the communications of the Civic Platform political party on Instagram from 17 October to 13 December 2023, spanning from the official results of the parliamentary elections to a vote of confidence in Prime Minister Donald Tusk's government (Civic Platform). The theoretical part presented selected communication strategies, including concepts of electoral and permanent campaigns. The empirical part employed a methodology of quantitative and qualitative research, using content analysis with a categorisation key. During the analysed period, the Civic Platform undertook actions to solidify its narrative and prepare for assuming government, which manifested in two areas: criticising opposition politicians and addressing socio-economic issues. The predominant function was attacking, whereas the engaging-mobilising function was used least frequently. The analysis did not unequivocally identify a dominant communication context.

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