Sanna Marin and Instagram as a political communication tool

Abstract

 Introduction and objectives. This article explores Sanna Marin's Instagram account as a tool in political communication. The analysis focuses from her arrival in government in December 2019 till 1st September 2022. The main objective of this research is to analyze Sanna Marin´s communication on Instagram. Furthermore, the specific objectives focus on how she uses Instagram as a political communication tool to connect with her audience and which type of content she uploads on this social network. Methods. Using the content analysis technique and a literature review in order to make the analysis table, 381 publications and 932 audiovisual items are analyzed. Results. Sanna Marin is the main character in 94.94% of the audiovisual elements, in which the party identity symbols are present in a 9.46%. Standard photographs is the most important audiovisual item, followed by videos, selfies and magazine front pages. The use of color is predominant over white and black items, and clothing mixes formality and informality. The language she uses is usually near to her public. Conclusions. Sanna Marin does not use a specific communication strategy on Instagram, because she posts daily political activity and private posts. In addition, he uses a language that is close to his audience in order to connect with them, to bring political life closer to citizens and to humanize it.