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March 28, 2026Open Access

Doing Politics on Instagram: Social Media Affordances and the Conversationalization of State Messaging

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Authors

MSMaria Szymańska

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Overview

Multimodal analysis reveals emotional communication strategies in government messaging, suggesting a new approach to engage citizens.

Key Points

  • This research examines how state institutions adapt their messaging on Instagram to improve engagement with citizens.
  • Conducted a multimodal discourse analysis of an Instagram reel from the Polish Ministry of Family, Labor, and Social Policy.
  • Analyzed communicative strategies used in the reel, including lexical formality and emotional appeal.
  • Investigated the role of platform-native vernaculars in transforming bureaucratic messaging.
  • Identified strategies that enhance clickability and reduce audience resistance.
  • Demonstrated a shift towards affective communication that engages citizens emotionally.
  • Highlighted the production of semiotic whiplash through changes in message formality and tone.

Cite This Study

Maria Szymańska (2026) studied this question.

synapsesocial.com/papers/69c772d98bbfbc51511e34dfhttps://doi.org/10.5281/zenodo.19233958
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