The Strategic Use of Visuals on Facebook: A Multimodal Analysis of Images and Audience Reactions During the Campaign for the 2019 UK General Election
The Strategic Use of Visuals on Facebook: A Multimodal Analysis of Images and Audience Reactions During the Campaign for the 2019 UK General Election
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Facebook 视觉效果的战略运用：2019 年英国大选竞选期间图像和受众反应的多模态分析
DOI：
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发表时间：
2021
影响因子：
0.4
通讯作者：
Umberto Famulari
中科院分区：
文献类型：
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作者：
Umberto Famulari
本文研究了2019年英国大选期间英国政党在Facebook上发布的图像。视觉效果中的语言和非语言资源进行了检查，看看以下策略：广播政策，动员，攻击对手，形象管理。总体而言，攻击对手是最常见的策略，语言和非语言资源。对对手的攻击也与更多的喜欢和分享有关。图片中的大量文字被用来谈论政策，特别是两个最大的政党，保守党和工党。工党在Facebook上发布的图片引起了最多的观众反应。还分析和讨论了各政党之间的具体差异。
The article studies the images that British political parties posted on Facebook during the 2019 UK elections. Verbal and nonverbal resources in the visuals were examined to look at the following strategies: Broadcasting Policy, Mobilization, Attacking Opponents, and Image Management. Overall, attacking opponents was the most common strategy for verbal and nonverbal resources. Attacks against opponents were also associated with a higher number of likes and shares. A substantial portion of text in the images was used to talk about policies, in particular by the two largest parties, the Conservative Party and Labour Party. Visuals posted on Facebook by the Labour Party generated the highest number of audience reactions. Specific differences among political parties were also analyzed and discussed.