What is There in a ‘Like’? Political Content in Facebook and Instagram in The 2019 Valencian Regional Election

2020

Over the last few years, social networks such as Facebook and Instagram have become the preferred places for political communication. On the one hand, politicians have incorporated them into their strategy as a channel through which they can share their messages. On the otherhand, users have a space where they can take part and show their interest in political issues. This paper examines posts on Facebook and Instagram by the main Valencian political parties and their respective leaders in the election campaign. We analysed the nature of the content and users’ ‘likes’ to reveal the functions and themes of the most popular posts and the use made of visual resources and interaction tools. The…