Visual Political Communication in a Polarized Society: A Longitudinal Study of Brazilian Presidential Elections on Instagram

In today's digital age, images have emerged as 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. 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 serves as a testament to the pivotal role that Instagram has played in shaping the narrative of two fiercely polarized Brazilian elections, casting a revealing light on the ever-evolving dynamics of visual political communication in the digital age. Finally, we propose avenues for future research in the realm of visual political communication. Introduction In the ever-evolving arena of election campaigns, candidates rely heavily on the media as their megaphone to amplify their messages to the masses. Over the years, the landscape of political communication has undergone a profound transformation. This transformation has been driven by the rise of online social media platforms, which have emerged as indispensable tools for candidates in their quest to gauge public sentiment and rally support from the electorate (Boulianne & Olof Larsson, 2023; Farkas & Bene, 2021). The significance of this transformation has been further accentuated by the global ascent of populist leaders, spanning diverse nations, who have wholeheartedly embraced social media as their primary mode of communication (Bernardi & Costa, 2020; Novoselova, 2020).