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The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season

The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season The 2016 presidential primary candidates expanded their social media marketing campaigns to include the image- and video-centered social network platform Instagram. To explore the role that images play in framing political character development and to identify which images received higher levels of engagement, content analyses were performed on the top seven primary candidates’ Instagram accounts. Results indicate that candidates most frequently employ the ideal candidate frame in their images, which also garnered the highest number of user likes and comments. Results also reveal that among Instagram image attributes, candidates frequently and successfully used text within their images, but filters were inconsistently applied across the candidates. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of Political Marketing Taylor & Francis

The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season

The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season

Journal Of Political Marketing , Volume 16 (3-4): 29 – Oct 2, 2017

Abstract

The 2016 presidential primary candidates expanded their social media marketing campaigns to include the image- and video-centered social network platform Instagram. To explore the role that images play in framing political character development and to identify which images received higher levels of engagement, content analyses were performed on the top seven primary candidates’ Instagram accounts. Results indicate that candidates most frequently employ the ideal candidate frame in their images, which also garnered the highest number of user likes and comments. Results also reveal that among Instagram image attributes, candidates frequently and successfully used text within their images, but filters were inconsistently applied across the candidates.

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References (60)

Publisher
Taylor & Francis
Copyright
Copyright © Taylor & Francis Group, LLC
ISSN
1537-7865
eISSN
1537-7857
DOI
10.1080/15377857.2017.1334254
Publisher site
See Article on Publisher Site

Abstract

The 2016 presidential primary candidates expanded their social media marketing campaigns to include the image- and video-centered social network platform Instagram. To explore the role that images play in framing political character development and to identify which images received higher levels of engagement, content analyses were performed on the top seven primary candidates’ Instagram accounts. Results indicate that candidates most frequently employ the ideal candidate frame in their images, which also garnered the highest number of user likes and comments. Results also reveal that among Instagram image attributes, candidates frequently and successfully used text within their images, but filters were inconsistently applied across the candidates.

Journal

Journal Of Political MarketingTaylor & Francis

Published: Oct 2, 2017

Keywords: Content Analysis; Framing; Images; Instagram; 2016 Presidential Primary

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