What question did this study set out to answer?

The research aims to identify and compare the Instagram communication styles of KO and PiS politicians during the 2025 presidential campaign.

February 9, 2026Open Access

Communication Styles of Politicians on Social Media – KO vs. PiS: Different Electorates, Different Strategies

ARAnna RobakUniversity of Lower Silesia ZSZuzanna SielskaJan Długosz University

Key Points

The research aims to identify and compare the Instagram communication styles of KO and PiS politicians during the 2025 presidential campaign.
Analyzed Instagram posts from six selected politicians of KO and PiS.
Evaluated post style, tone, topics, and audience engagement.
Compared the frequency of promotional versus emotional content.
PiS predominantly used promotional content focused on national values and external threats.
KO utilized emotional, inclusive, and personal narratives in their posts.
All analyzed politicians had high posting activity but limited genuine audience interaction.

Abstract

The article compares the Instagram communication styles of Civic Coalition (KO) and Law and Justice (PiS) politicians during the 2025 presidential campaign in Poland. The study analyzes post style, tone, topics, and audience engagement across six selected politicians. The findings reveal clear differences: PiS relies on promotional content centered on national values and external threats, while KO favors emotional, inclusive, and personal narratives. Despite high posting activity, none of the analyzed politicians actively interacted with followers, limiting genuine engagement.

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