Candidate’s Visual Rhetoric and Their Effects on Social Media: A Content Analysis of the 2022 Gubernatorial Election Campaigns

• In Event: Political Communication in Campaigns

Brief Overview

By conducting a content analysis of Facebook photos of the candidates of the 2022 United States gubernatorial election across 36 states, this study identifies the patterns and effectiveness of politicians’ image-based communication on social media.

Author

• Yu Jeong Hwang, University of Arizona