Des Kaisers neue Bilder / Bildtypen und -strategien auf Instagram von Staats- und Regierungschefs
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Philipps-Universität Marburg
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Abstract
This study examines the strategic communication of the heads of state and government Olaf Scholz and Emmanuel Macron on the social media platform Instagram over the period from January 1st, 2022 to December 31st, 2022. Ba-sed on an visual analysis of 1.309 postings, the work follows the routines of sel-ection and visual portrayal of the accounts, and reconstructs their strategic direction from a comparative perspective. As a result, different types of visuals of political communication can be presented on Instagram, which represent different ways politicians use the medium. In this context, the question of whether politics can be understood at all with the methods of image theory is answered. The study contributes to a deeper understanding of politics as a visually mediated phenomenon and at the same time opens up new perspectives on the signi-ficance of images in the democratic process.
A supplementary excursus sheds light on the strategic considerations behind the social media appearances of politicians and the framework conditions for successful visual communication. With the help of a guided interview with an expert in political communication, additional evidence was collected on the progressive link between images and power.
The study impressively shows that image discourses are subject to constant change and have increasingly become part of implicit knowledge, which has been further strengthened by the dynamics and speed of social media. It shows how deeply rooted visual communication strategies are and how they play an indispensable central role in modern media formats. In this context, it becomes clear how visual discourses are in a continuous dialog with the past and the present and are further transformed and developed through the use of social media. A visual discourse has developed that shows remarkable stability despite the rapid media cycles.
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Created: 2025Issued: 2025-08-11Updated: 2025-08-11
Faculty
Fachbereich Germanistik und Kunstwissenschaften
Publisher
Philipps-Universität Marburg
Language
ger
Data types
DoctoralThesis
Keywords
Online CommunicationSocial MediaInstagram
DFG-subjects
Online-KommunikationInstagramSocial Media
DDC-Numbers
070
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Link, Jana: Des Kaisers neue Bilder / Bildtypen und -strategien auf Instagram von Staats- und Regierungschefs. : Philipps-Universität Marburg 2025-08-11. DOI: https://doi.org/10.17192/z2025.0514.