Visual political communication on Instagram: a comparative study of Brazilian presidential elections

Abstract In today’s digital age, images have become powerful tools for politicians to engage with their voters on social media platforms. Visual content possesses a unique emotional appeal that often leads to increased user engagement. However, research on visual communication remains relatively limited, particularly in the Global South. This study aims to bridge this gap by employing a combination of computational methods and qualitative approach to investigate the visual communication strategies employed in a dataset of 11,263 Instagram posts by 19 Brazilian presidential candidates in 2018 and 2022 national elections. Through two studies, we observed consistent patterns across these candidates on their use of visual political communication. Notably, we identify a prevalence of celebratory and positively toned images. They also exhibit a strong sense of personalization, portraying candidates connected with their voters on a more emotional level. Our research also uncovers unique contextual nuances specific to the Brazilian political landscape. We note a substantial presence of screenshots from news websites and other social media platforms. Furthermore, text-edited images with portrayals emerge as a prominent feature. In light of these results, we engage in a discussion regarding the implications for the broader field of visual political communication. This article contributes by showing the ways Instagram was used in the digital political strategy of two fiercely polarized Brazilian elections, shedding light on the ever-evolving dynamics of visual political communication in the digital age. Finally, we propose avenues for future research in the field of political communication.