Visual Political Campaigning and Instagram Strategies: Evidence from the 2020 US Presidential Elections

Year 2021, Issue: 55, 130 - 145, 22.09.2021

Gizem Melek

https://doi.org/10.47998/ikad.889206

Cited By: 1

Abstract

The purpose of this study is to examine how political candidates use Instagram as a strategic tool during the 2020 US Presidential elections. The article focuses on 282 Instagram posts; 92 from Donald Trump and 190 from Joe Biden during the last month of the election campaign. Drawing on Russmann and Svensson (2016), the study adopts a quantitative content analysis method to determine whether Instagram was used under the following categories: (1) broadcasting campaign messages, (2) mobilizing supporters, (3) managing the candidate’s image, and (4) strengthening and complementing other campaign materials (hybrid campaign). The results show that the candidates mostly used Instagram for mobilization, while the broadcasting strategy was the second-highest category for both candidates. In terms of image management, the candidates preferred to portray themselves only in professional settings and never in a private / family setting. The celebrities subcategory of the image management was only found occasionally for both candidates. Neither Biden nor Trump preferred the use of the hybrid strategy.

Keywords

Instagram, Image, Visual political campaign, 2020 US Presidential Elections, Content Analysis.

Görsel Seçim Kampanyası ve Instagram Stratejileri: 2020 ABD Başkanlık Seçiminden Bulgular

Abstract

Bu çalışmanın amacı 2020 ABD başkanlık seçimi sırasında adayların Instagramı nasıl bir stratejiyle kullanarak seçim kampanyası aracına dönüştürdüklerini irdelemektir. Bu doğrultuda adayların kampanya sürecinin son bir ayını kapsayan paylaşımları odağa alınmıştır. Donald Trump’tan 92, Joe Biden’dan ise 190 olmak üzere toplam 282 görsele Russmann ve Svensson (2016)’ın Instagram’a özel tasarladıkları kodlama cetveli kullanılarak nicel içerik analizi yapılmıştır. Analizde adayların Instagram stratejileri Russmann ve Svensson (2016)’ın kodlama cetvelindeki takip eden kategorilere göre ortaya çıkarılmıştır: (1) kampanya mesajlarını yayınlamak, (2) destekçileri harekete geçirmek (mobilizasyon), (3) adayın imajını yönetmek ve (4) diğer kampanya materyallerini güçlendirmek ve tamamlamak (melez kampanya). Tanımlayıcı analiz sonuçlarına göre adaylar Instagram’ı en çok mobilizasyon amacıyla kullanırken, yayın yapma stratejisi her iki aday için de takip eden ikinci en yüksek kategori olmuştur. Adaylar imaj yönetimi açısından sadece profesyonel ortamlarda görüntülenmeyi ve hiçbir zaman özel/aile ortamında resmedilmemeyi tercih etmişlerdir. Bununla birlikte imaj yönetiminin ünlüler alt kategorisi her iki adayda da düşük oranda olmakla birlikte tespit edilmiştir. Melez kullanımı ise ne Biden ne de Trump tercih etmiştir.

Keywords

Instagram, İmge, Görsel Seçim Kampanyası, 2020 ABD Başkanlık Seçimi, İçerik Analizi.

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