The Visual Framing of Politicians' Self-Presentation on Instagram and its Influence on Online Political Participation

Political actors use social media such as Facebook and Twitter to influence potential voters and other key audiences such as journalists and civil society actors. This research will examine the self-promotion strategy of politicians from the perspective of visual framing and textual framing on Instagram. For data analysis, supervised deep learning will be used to create a category for politicians’ visual self-presentation. Dictionary-based content analysis will be used to abstract textual frames. Regression models will be used to investigate which type of visual frames, textual frames and combinations of both approaches lead to a broader or deeper online discussion.