The master's thesis spans from theoretical presentation of concepts such as political communication, marketing, personalization of politics, branding in politics and politicians on social networks. to an empirical study of Instagram use among Slovenian politicians, that consists of a quantitative analysis and a qualitative studies. Internet and social networks have changed the ways in which politicians communicate with the public and voters. Politicians found out the advantages and benefits of communicating through social networks. They began to use them for political communication and personal branding. At the beginning they started to use Facebook and Twitter, but in recent years Instagram has seen rapid growth in the number of users among politicians. However, Instagram has specific nature. On Twitter or Facebook the majority of communication is verbal, but on Instagram users mainly communicate through images; photos and, sometimes, video clips. On Instagram, politicians can show more personality, appear more human and thus get closer to citizens and potential voters. On a global scale, the use of Instagram among politicians is quite frequent, a bit less so in Slovenia. In recent years, there has been a lot of research focused on the topic of politicians on social networks such as Facebook and Twitter, however, there is still a lack of research on the topic of politicians on Instagram. This is even more so in Slovenian environment, where there is no such research. That is why it is essential to research and highlight this topic.
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