Candidates for the 2022 Andalusian elections on Instagram: framing, polarity and engagement

This article presents an investigation on the photographs of the candidates for the presidency of the autonomous government of Andalusia (Spain), published on their Instagram accounts during the electoral campaign (June 3-17, 2022). The review is based on the coding of the visual frames of political candidates used by Grabe and Bucy (2009): ideal candidate, populist activist, and sure loser. On a total of 162 images, the texts accompanying the images are also analyzed in terms of their polarity and subjectivity, and possible differences between the candidates and their effect on the engagement generated are sought to be identified. It is concluded that all candidates present themselves as "ideal candidates" showing differences in the category of "statesmanship", and that the more positive the messages are, the greater engagement they generate.