Stephanie Geise, Katharina Maubach, Alena Boettcher Eli
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引用次数: 0
Abstract
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.
期刊介绍:
New Media & Society engages in critical discussions of the key issues arising from the scale and speed of new media development, drawing on a wide range of disciplinary perspectives and on both theoretical and empirical research. The journal includes contributions on: -the individual and the social, the cultural and the political dimensions of new media -the global and local dimensions of the relationship between media and social change -contemporary as well as historical developments -the implications and impacts of, as well as the determinants and obstacles to, media change the relationship between theory, policy and practice.