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Abstract This article explores the specific features of Instagram as a platform for visual political communication. Drawing on theories of mediatization and celebrity politics, it analyses how various forms of symbolic connectivity are expressed and performed by sixteen leading politicians in Sweden, and moreover how their social media use relates to news media. The study leans on a content analysis (n=800) and results show that journalism still holds a strong symbolic value, even when politicians are in charge of the political discourse. In addition, it reveals how the platform logic of Instagram contributes to the formation of digital lifestyle politics, where symbolic connections between politicians and a variety of actors are staged through new mediatized relations. Visual political communication does inherit a democratic and interactive potential. However, according to the analysed data, most politicians avoid public interaction. Instead, they are preoccupied with the branding of their public persona.
Ekman et al. (Thu,) studied this question.