How Do Populists Visually Represent ‘The People’? A Systematic Comparative Visual Content Analysis of Donald Trump and Bernie Sanders’ Instagram Accounts

How do populists visually represent “the people”? While the literature on populism has tended to focus on text- and language-based documents, such as speeches, policies, and party documents to consider how populists characterize “the people,” in this article I undertake a systematic visual content analysis to consider how populist leaders on either side of the ideological spectrum visually represent “the people” in images from their official Instagram accounts ( N = 432). Comparing the cases of Donald Trump on the populist right and Bernie Sanders on the populist left, I code for the majority gender, race, and age of “the people” in each image, and supplement this with a discussion of the depictions of these categories. I find that Trump’s images of “the people” are significantly more homogenous across all categories—specifically more white, more masculine, and with less young people—than Sanders’, and situate these findings in the context of the literature on the differences between left and right populism. This article contributes to the study of populist communication by highlighting the role of images in representing “the people”; analyzing how left and right populists do this differently; and developing a method for measuring the demographic characteristics of “the people” in populists’ images that can be used in future studies. In doing so, it seeks to push the literature forward by highlighting that images are not something “extra” to be studied in populist communication, but rather are a central battleground for the construction of populist identities.