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Graphik: Bulletpoint Abstracts issue 3/2017 (English)

Petra Bernhardt/ Karin Liebhart: Politics on Instagram: Visual Strategies Applied by Norbert Hofer and Alexander Van der Bellen DuringthePresidential Election Campaign 2016

This article addresses the strategic use of the social media platform Instagram during the 2016 Austrian presidential election campaign. Based on a visual analysis of 1,057 postings from the run-off candidates Norbert Hofer (Austrian Freedom Party) and Alexander Van der Bellen (independent), the article follows the routines of selection and visual portrayal of the accounts, and reconstructs their strategic direction from a comparative perspective. The article presents a first comprehensive analysis of campaign functions of a social media platform during an Austrian campaign with a focus on visual aspects.

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