In the last two decades, digital media - including social media - have become integral parts of political communication, mobilization and organizing spheres. These "changing circumstances" have contributed to the transformation of the ways in which and to what extent formal political actors use visual elements to manage their image and reputation and create political messages. Politicians have turned to e-communication platforms to engage in a wide range of image-building activities and to project power, confidence and prestige in capturing and sharing aspects of their lives in order to present themselves as more humanized; show a different picture of themself - as a person and not a politician. Images play a key role when the public evaluates politicians. Specifically, voters look for specific qualities in a political leader; honesty, intelligence, kindness, sincerity and trust in making electoral decisions. Image management techniques can help create the impression that politicians have these qualities. My case study is Tanja Fajon and her virtual identity on Instagram.
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