Görsel Seçim Kampanyası ve Instagram Stratejileri: 2020 ABD Başkanlık Seçiminden Bulgular

The aim of this study is to examine how candidates used Instagram as a campaign tool during the 2020 US presidential election. In this context, the focus was on the posts of the candidates covering the last month of the campaign process. A total of 282 images, 92 from Donald Trump and 190 from Joe Biden, were subjected to quantitative content analysis using the coding table designed specifically for Instagram by Russmann and Svensson (2016). In the analysis, the candidates' Instagram strategies were revealed according to the following categories in Russmann and Svensson's (2016) coding table: (1) broadcasting campaign messages, (2) mobilizing supporters (mobilization), (3) managing the candidate's image, and (4) strengthening and complementing other campaign materials (hybrid campaign). According to the descriptive analysis results, candidates used Instagram mostly for mobilization purposes, while the broadcasting strategy was the second highest category for both candidates. In terms of image management, candidates preferred to be seen only in professional settings and never in private/family settings. However, the celebrity subcategory of image management was detected in both candidates, although at a low rate. Neither Biden nor Trump preferred the use of hybrids.