Pictures, Filters, and Politics: Instagram’s Role in Political Image Making and Storytelling in Canada

Abstract

This article looks at how politicians can leverage the structural and functional properties of social media platforms with a strong visual component for political image making and storytelling in a context of permanent campaigning. Specifically, it focuses on Justin Trudeau’s uses of Instagram to build and strengthen his public image of leadership through the development of largely positive, theme-based visual political narratives. This research offers an analysis of the content of 145 posts that appeared on his personal Instagram feed during his first year as prime minister of Canada (between October 19, 2015, and October 19, 2016). It allows us to identify key narratives designed to reach out to, connect with, and engage members of the public and traditional media.