Snapchat Style in the 2016 U.S. Presidential Primaries

• In Event: New Research From the 2016 American Elections

Abstract

This exploratory study used Goffman’s theory of self-presentation and adapted Videostyle and Webstyle protocols to analyze the visual content, production techniques, nonverbal content, and frames used in the 2016 U.S. presidential primary candidates’ Snapchat posts, or snaps. The results indicate Clinton (D) deviated from the other candidates in the visual and nonverbal content as well as the frames used in her snaps. Reflections on the implications of these findings on both gendered self-presentation theory as well as inferences about the campaigns’ social media motivations, strategies, and effectiveness are also discussed.

Authors

• Eisa Al Nashmi, Kuwait U

• David Lynn Painter, Rollins College