长话短说:对2020年竞选期间Instagram故事的分析

IF 1.9 Q2 POLITICAL SCIENCE

Journal of Political Marketing Pub Date : 2022-07-19 DOI:10.1080/15377857.2022.2099579

Terri L. Towner, C. Muñoz

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引用次数: 5

摘要

政治竞选正变得非常可视化，候选人使用了许多平台，如YouTube、Instagram和SnapChat。我们关注的是第二大最受欢迎的平台Instagram，研究2020年总统候选人唐纳德·特朗普和乔·拜登如何在他们的数字竞选中利用“故事”。Instagram的“故事”允许用户以幻灯片的形式捕捉和发布相关的图片和视频，这些图片和视频会在24小时后消失。然而，候选人如何利用Instagram故事的技术支持，如位置标签，贴纸，滑动/网站和标签?候选人在选举日前后使用了哪些政治信息——攻击、幕后还是集会?候选人在故事信息上有何不同?通过技术支持的视角，我们对特朗普和拜登在2020年选举日前后一周发布的Instagram Stories进行了定量内容分析。我们的研究结果揭示了与“故事”功能相关的可能行为或支持如何使候选人与用户进行沟通和互动。最后，我们提供了一套在活动中使用Instagram故事的行业建议。

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A Long Story Short: An Analysis of Instagram Stories during the 2020 Campaigns

ABSTRACT Political campaigns are becoming immensely visual, with many platforms, such as YouTube, Instagram, and SnapChat, employed by candidates. We focus on the second most popular platform, Instagram, examining how the 2020 presidential candidates, Donald Trump and Joe Biden, utilize “Stories” in their digital campaigns. Instagram “Stories” allow users to capture and post related images and videos in a slideshow format that disappears after 24-hours. Yet, how did the candidates utilize the Instagram Story technology affordances, such as location tags, stickers, swipe up/websites, and hashtags? What political messages – attack, behind the scenes, or rally - did the candidates use both before and after Election Day? How do the candidates differ in the Story messages? Through the technology affordances lens, we conduct a quantitative content analysis of Instagram Stories posted by Trump and Biden one week before and after Election Day 2020. Our findings reveal how the possible actions or affordances linked to the “Story” feature allow candidates to communicate and engage with users. We conclude by offering a set of industry recommendations when using Instagram Stories in campaigns.

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来源期刊

Journal of Political Marketing POLITICAL SCIENCE-

CiteScore

4.10

自引率

8.30%

发文量

期刊介绍： The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.