Visual Storytelling as a Strategy for Online Political Communication

The article examines the perception of visual content within politicized virtual Russian-speaking communities on social media, focusing specifically on platforms such as VKontakte, YouTube, and Telegram. The study positions visual storytelling as a powerful tool in online political communication, emphasizing its role in eliciting emotional responses and simplifying the transmission of complex information. The research uses a mixed-methods approach, combining discourse analysis and focus group studies. Discourse analysis is used to identify and analyze the narrative strategies employed within Russian-language virtual political communities. A series of focus groups were conducted to assess the effectiveness of different narrative forms among different age groups. The focus group sessions used stimulus materials to identify visual narratives that have the potential to influence the formation of political trust. The results show that certain visual materials are more effective in engaging audiences and shaping political perceptions. These materials use emotional appeal and narrative simplicity to enhance their impact. The study concludes by highlighting the importance of tailoring visual storytelling strategies to specific audience demographics in order to maximize their effectiveness in political communication.