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.
Robak et al. (Wed,) studied this question.