Content analysis reveals that populist actors dominate engagement on Instagram, highlighting negativity and personalization in political communication.
Key Points
Vox leads in populist appeals and negative campaigning on Instagram, shaping user interactions.
Analysis of 668 posts shows a trend towards personalization, especially among candidates like Vox.
Engagement metrics indicate users are more responsive to negative and populist content.
The findings highlight a shift in political communication, diminishing substantive political debate on social media.