Visual Personalization in the 2019 EU Election Campaign

Carlson, Tom; Håkansson, Nicklas

doi:10.1007/978-3-030-98993-4_4

Cited by 2 publications

(1 citation statement)

References 30 publications

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“…Examination of visual selfpresentation of Dutch and American politicians on Instagram led to a result that visual depiction did not differ by gender, except in the case of clothing: female politicians appeared more often in casual clothing (Brands et al, 2021). In a study by Carlson and Håkansson (2022), visual party communication on Facebook in the 2019 EU election campaigns' national level showed that the depiction of smiling faces and casual clothing was more frequent among female than male politicians. It seems that positive facial expressions and casual clothing can be connected to the depiction of female candidates, which results suggest a gender-stereotypical VPC on social media.…”

Section: Xénia Farkasmentioning

confidence: 97%

Visual political communication research: A literature review from 2012 to 2022

Farkas

2023

Journal of Visual Political Communication

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More than ten years ago, Schill’s (2012) review article was published on the visual aspects of political communication aiming to increase research in this field. It seems that scholars have reacted to this call in the last decade. The present article argues that in the last ten years, visual political communication (VPC) has been affected by technological advances, and with the proliferation of the internet and social media, political communication has become even more visual. As Schill’s (2012) article predated this period, a new review seems to be timely. To that end, a combination of a systematic and narrative review is provided to highlight the results and developments in this area. Findings suggest that the rise of social media has brought changes to VPC, which have been reflected in the literature by focusing on key concepts in contemporary political communication: personalization, populism, gender-related issues, and the effects of VPC on citizens, separately on social media and in television.

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Section: Xénia Farkasmentioning

confidence: 97%

Visual political communication research: A literature review from 2012 to 2022

Farkas

2023

Journal of Visual Political Communication

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Picture me in person: Personalization and emotionalization as political campaign strategies on social media in the German federal election period 2021

Geise,

Maubach,

Boettcher Eli

2024

New Media & Society

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Due to the possibilities of direct communication with voters, politicians successfully use social media for personalization and emotionalization in election campaigns. However, since much of the research is based on text-centered analyses of individual platforms, we examine multimodal strategies of personalization and emotionalization of political candidates across platforms. Through a qualitative content and picture type analysis ( n = 401) of Facebook and Instagram posts, we identify seven multimodal personalization strategies in Study 1. We find that politicians use the two platforms differently; on Instagram, politicians present themselves more privately, whereas on Facebook, a more formal personalization dominates. In Study 2 ( n = 159), we use automated content analytical methods to examine the emotional expressions of candidates within their personalized posts. While positive or neutral emotions dominate the candidates’ self-representation on social media, differences between male and female candidates become apparent: Female candidates show significantly more happy faces than their male counterparts.

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Visual Personalization in the 2019 EU Election Campaign

Cited by 2 publications

References 30 publications

Visual political communication research: A literature review from 2012 to 2022

Visual political communication research: A literature review from 2012 to 2022

Picture me in person: Personalization and emotionalization as political campaign strategies on social media in the German federal election period 2021

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