Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign
Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign
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Instagram 上的政治故事：Alexander Van der Bellen 2016 年总统竞选活动成功的关键方面
DOI：
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发表时间：
2017
期刊：
影响因子：
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通讯作者：
Petra Bernhardt
中科院分区：
文献类型：
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作者：
Karin Liebhart;Petra Bernhardt
本文讨论了Instagram在2016年奥地利联邦总统办公室竞选活动中的战略使用。基于对来自绿色支持但独立的总统候选人亚历山大·范德贝伦（Alexander货车der Bellen）的504个Instagram帖子的全面视觉分析，这一贡献重建了Instagram上数字故事的关键方面。通过识别候选人自我表现的相关图像类型，本文展示了政治家如何利用数字平台来投射和管理所需的图像。图像类型的显著性允许重建潜在的视觉策略：（1）突出候选人的传记（传记策略），（2）介绍他的竞选团队（团队策略），（3）将候选人作为合法的办公室保持器（现任策略）。因此，这篇文章揭示了数字故事的视觉方面作为政治传播的相关因素。
This article addresses the strategic use of Instagram in election campaigns for the office of the Austrian Federal President in 2016. Based on a comprehensive visual analysis of 504 Instagram posts from Green-backed but independent presidential candidate Alexander Van der Bellen, who resulted as winner after almost one year of campaigning, this contribution reconstructs key aspects of digital storytelling on Instagram. By identifying relevant image types central to the self-representation of the candidate, this article shows how a politician makes use of a digital platform in order to project and manage desired images. The salience of image types allows for the reconstruction of underlying visual strategies: (1) the highlighting of the candidate’s biography ( biographical strategy ), (2) the presentation of his campaign team ( team strategy ), and (3) the presentation of the candidate as a legitimate office holder ( incumbent strategy ). The article thus sheds light on visual aspects of digital storytelling as relevant factor of political communication.