Interaction on Instagram?: Glimpses from the 2014 Swedish Elections

This paper directs attention to the use of Instagram by political parties in the Swedish national elections in 2014. It investigates how political parties made use of Instagram – a platform centered around images – when engaging in interaction with their followers on the platform. Therefore, the paper analysis Instagram images including their captions and comments (posts) that Swedish parties have published four weeks prior to Election Day. A particular focus is on the deliberative potential of Instagram. The results suggest that not much changes on Instagram compared to other social media platforms: Political parties hardly used Instagram to interact with their followers and the few interactions taking place on parties Instagram accounts did not contribute to the exchange of relevant and substantive information about politics (i.e., deliberation). Interaction and deliberation is also not enhanced by the images.