No Interaction on Instagram : Political Parties Use of Instagram in the 2014 Swedish Election Campaign

• This chapter addresses a neglected issue within the field of social media and political communication. It focuses on interaction processes on Instagram asking how political parties used Instagram – a platform that is centered around images – when engaging in interaction with their followers on the platform. The focuses is on political parties’ use of Instagram in the 2014 Swedish national election campaign. This gives an impression of the first attempts of political parties’ use of this communication platform. The quantitative content analysis focuses on Instagram images including their captions and comments (posts) that Swedish parties published four weeks prior to Election Day. The results suggest that not much changes on Instagram compared to other social media platforms: Swedish political parties hardly used Instagram to interact with their followers and the very few interactions taking place did not contribute to the exchange of relevant and substantive information about politics. Interaction and deliberation is also not enhanced by the images.

Subject headings

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

Publication and Content Type

ref (subject category)

kap (subject category)