The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season
The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season
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形象即信息：Instagram 营销和 2016 年总统初选季
DOI：
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发表时间：
2017
期刊：
影响因子：
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通讯作者：
Terri L. Towner
中科院分区：
文献类型：
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作者：
C. Muñoz;Terri L. Towner
2016年总统初选候选人扩大了他们的社交媒体营销活动，包括以图像和视频为中心的社交网络平台Instagram。为了探索图像在构建政治性格发展中的作用，并确定哪些图像获得了更高的参与度，对前七名主要候选人的Instagram账户进行了内容分析。结果表明，候选人最经常在他们的图像中使用理想的候选框架，这也获得了最多的用户喜欢和评论。结果还显示，在Instagram的图像属性中，候选人经常成功地在图像中使用文本，但过滤器在候选人中的应用并不一致。
The 2016 presidential primary candidates expanded their social media marketing campaigns to include the image- and video-centered social network platform Instagram. To explore the role that images play in framing political character development and to identify which images received higher levels of engagement, content analyses were performed on the top seven primary candidates’ Instagram accounts. Results indicate that candidates most frequently employ the ideal candidate frame in their images, which also garnered the highest number of user likes and comments. Results also reveal that among Instagram image attributes, candidates frequently and successfully used text within their images, but filters were inconsistently applied across the candidates.