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Picturing the Party: : Instagram and Party Campaigning in the 2014 Swedish Elections
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.ORCID iD: 0000-0002-5097-6218
Applied Science University of Vienna.
Uppsala universitet.
2015 (English)Conference paper, Abstract (Refereed)
Abstract [en]

This paper explores Swedish Parties activities on Instagram during the 2014 elections. Understanding party campaign communication as highly strategic, i.e. communication to persuade and mobilize voters in order to win the elections, we ask whether Instagram was used 1) to broadcast campaign messages, 2) to mobilize supporters, 3) to manage the party’s image, and 4) to amplify and complement other campaign material (i.e. hybrid campaign use). We conducted a quantitative content analysis of 220 party postings on Instagram, which were collected during the hot phase of the campaign. The result shows that the platform was mainly used for broadcasting rather than for mobilization. The image the parties were presenting leaned towards personalization with a strong presence of top candidates in their postings. Top candidates were primarily displayed in a political/professional context. Finally, half of the analyzed postings showed signs of hybridized campaign practices.

Place, publisher, year, edition, pages
Keyword [en]
Instagram, political parties, Sweden, online campaigns, social media, political communication, visual communication, content analysis
National Category
Human Aspects of ICT
Research subject
Media and Communication Studies
URN: urn:nbn:se:uu:diva-281156OAI: oai:DiVA.org:uu-281156DiVA: diva2:913106
Nordmedia 2015
Available from: 2016-03-19 Created: 2016-03-19 Last updated: 2016-03-19

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