Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram

Instagram is a social networking site widely used in political communication, with candidates and parties throughout the world developing profiles and managing their images on this site. However, research focusing on Instagram is still limited in comparison to production aimed at other networks – a...

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Detalles Bibliográficos
Autores: Pineda, Antonio, Hermida, Alberto, Bellido-Pérez, Elena
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2025
País:España
Institución:Universidad de Sevilla (US)
Repositorio:idUS. Depósito de Investigación de la Universidad de Sevilla
OAI Identifier:oai:idus.us.es:11441/174178
Acceso en línea:https://hdl.handle.net/11441/174178
https://doi.org/10.1177/14703572241307305
Access Level:acceso abierto
Palabra clave:Andalusian political parties
Instagram
Political communication
Social media
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spelling Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on InstagramPineda, AntonioHermida, AlbertoBellido-Pérez, ElenaAndalusian political partiesInstagramPolitical communicationSocial mediaInstagram is a social networking site widely used in political communication, with candidates and parties throughout the world developing profiles and managing their images on this site. However, research focusing on Instagram is still limited in comparison to production aimed at other networks – a research gap which is reflected in the scarcity of studies on Instagram political communication in Spain. This article aims to broaden the literature on Instagram use by addressing the profiles of political parties instead of individual candidates, by focusing on regional parties instead of national ones and by shedding light on underexplored aspects of visual political communication. To do so, the authors focus on the Spanish Autonomous Region of Andalusia and content-analyse the way in which political parties in this region manage their visual presence. The sample consists of 1,805 Instagram posts collected from the official profiles of the five parties with parliamentary seats in Andalusia. The content analysis of the posts is based on variables related to visual aspects of the images being published: visual content and formats, presence of party leaders, party symbolism and the predominant colours used in publications. Results indicate that Instagram’s visual content depicts party symbolism and uses colour in a strategic way. However, the personal presence of leaders is not exploited equally by all parties, indicating that the management of political image on social media differs between parties.SAGE PublicationsComunicación Audiovisual y PublicidadSEJ539: Grupo de Investigación en Comunicación Política, Ideología y PropagandaSEJ694: Liga de Investigación en Comunicación y Cultura. Género(s), Narrativa, Ideología y Estudios VisualesCentro de Estudios Andaluces2025info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfapplication/pdfhttps://hdl.handle.net/11441/174178https://doi.org/10.1177/14703572241307305reponame:idUS. Depósito de Investigación de la Universidad de Sevillainstname:Universidad de Sevilla (US)InglésVisual Communication.PRY095/19https://journals.sagepub.com/doi/abs/10.1177/14703572241307305info:eu-repo/semantics/openAccessoai:idus.us.es:11441/1741782026-06-17T12:51:07Z
dc.title.none.fl_str_mv Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
title Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
spellingShingle Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
Pineda, Antonio
Andalusian political parties
Instagram
Political communication
Social media
title_short Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
title_full Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
title_fullStr Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
title_full_unstemmed Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
title_sort Visualizing political communication on Spanish social media: an analysis of Andalusian political parties’ communication on Instagram
dc.creator.none.fl_str_mv Pineda, Antonio
Hermida, Alberto
Bellido-Pérez, Elena
author Pineda, Antonio
author_facet Pineda, Antonio
Hermida, Alberto
Bellido-Pérez, Elena
author_role author
author2 Hermida, Alberto
Bellido-Pérez, Elena
author2_role author
author
dc.contributor.none.fl_str_mv Comunicación Audiovisual y Publicidad
SEJ539: Grupo de Investigación en Comunicación Política, Ideología y Propaganda
SEJ694: Liga de Investigación en Comunicación y Cultura. Género(s), Narrativa, Ideología y Estudios Visuales
Centro de Estudios Andaluces
dc.subject.none.fl_str_mv Andalusian political parties
Instagram
Political communication
Social media
topic Andalusian political parties
Instagram
Political communication
Social media
description Instagram is a social networking site widely used in political communication, with candidates and parties throughout the world developing profiles and managing their images on this site. However, research focusing on Instagram is still limited in comparison to production aimed at other networks – a research gap which is reflected in the scarcity of studies on Instagram political communication in Spain. This article aims to broaden the literature on Instagram use by addressing the profiles of political parties instead of individual candidates, by focusing on regional parties instead of national ones and by shedding light on underexplored aspects of visual political communication. To do so, the authors focus on the Spanish Autonomous Region of Andalusia and content-analyse the way in which political parties in this region manage their visual presence. The sample consists of 1,805 Instagram posts collected from the official profiles of the five parties with parliamentary seats in Andalusia. The content analysis of the posts is based on variables related to visual aspects of the images being published: visual content and formats, presence of party leaders, party symbolism and the predominant colours used in publications. Results indicate that Instagram’s visual content depicts party symbolism and uses colour in a strategic way. However, the personal presence of leaders is not exploited equally by all parties, indicating that the management of political image on social media differs between parties.
publishDate 2025
dc.date.none.fl_str_mv 2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/11441/174178
https://doi.org/10.1177/14703572241307305
url https://hdl.handle.net/11441/174178
https://doi.org/10.1177/14703572241307305
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Visual Communication.
PRY095/19
https://journals.sagepub.com/doi/abs/10.1177/14703572241307305
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv SAGE Publications
publisher.none.fl_str_mv SAGE Publications
dc.source.none.fl_str_mv reponame:idUS. Depósito de Investigación de la Universidad de Sevilla
instname:Universidad de Sevilla (US)
instname_str Universidad de Sevilla (US)
reponame_str idUS. Depósito de Investigación de la Universidad de Sevilla
collection idUS. Depósito de Investigación de la Universidad de Sevilla
repository.name.fl_str_mv
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