Political Communication on Instagram: The Case of Soror@s Deputies in Argentina

Abstract

On account of the popularity that Instagram has in Argentina, political leaders have incorporated Instagram as a communication channel. This article analyses the uses that Argentinean congresswomen, congregated in the transversal collective L@s Soror@s, performed on Instagram during the debate and the voting of the Voluntary Interruption Abortion bill. Using content analysis of their messages on this platform, results indicate that these congress-women did not use, by mainly, this social media during the studied period. Moreover, the ones that adopted this channel, they did not carry out neither organized nor strategic performances. Besides, they preferred to post messages centered on their visual prominence and the promotion of a militant self in the urban space, in a setting of personalized political communication, based on the political leader instead of the political party.