INSTAGRAM IN POLITICAL SELF-PRESENTATION: A VISUAL ANALYSIS OF CANDIDATES’ POSTS IN THE 2019 EUROPEAN PARLIAMENT ELECTION CAMPAIGN IN POLAND Cover Image

INSTAGRAM W AUTOPREZENTACJI POLITYCZNEJ. ANALIZA WIZUALNA POSTÓW POLSKICH KANDYDATÓW DO EUROPARLAMENTU W 2019 ROKU
INSTAGRAM IN POLITICAL SELF-PRESENTATION: A VISUAL ANALYSIS OF CANDIDATES’ POSTS IN THE 2019 EUROPEAN PARLIAMENT ELECTION CAMPAIGN IN POLAND

Author(s): Agnieszka Kampka, Katarzyna Molek-Kozakowska
Subject(s): Politics / Political Sciences
Published by: Wydawnictwo Uniwersytetu Rzeszowskiego
Keywords: visual rhetoric;parliamentary campaign;self-presentation;Instagram;political communication

Summary/Abstract: This article reviews currently available literature on the role of Instagram in political communication and reports on the results of the analysis of 1976 Instagram posts of the most active politicians during the 2019 European parliamentary election campaign in Poland. With the aid of quantitative thematic analysis and qualitative visual rhetorical analysis, we identify the main patterns of self-representation of candidates and compare the forms of visualization and typical strategies of building ethos and mobilizing the voters across parties. We prove that traditional representations of candidates (delivering speeches, canvassing, shaking hands) and national (rather than European) symbols tend to dominate. We conclude with observations on the increase in personalization of politics, professionalization of political campaigning, and strong communitarian identification.

  • Issue Year: 18/2020
  • Issue No: 01
  • Page Range: 41-62
  • Page Count: 22
  • Language: Polish
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