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Increasingly, advocacy organizations are routing their communications through social media platforms. One notable difference from traditional communication outlets is the easy inclusion of visual elements within social media messaging. One such example of the turn toward the visual in online communication is the fight over the Dakota Access Pipeline (DAPL), during which environmental groups livestreamed protests and posted images of demonstrators staring down police. This study examines the use and consequences of visual-based ‘new media’ platforms by applying the Narrative Policy Framework (NPF) to the case of DAPL. The NPF focuses our attention on the role of policy stories, acknowledging that narratives have impacts on policy beliefs and actions. I compare social media messaging that includes imagery to that which does not, exploring creation of policy narratives as defined through the NPF. I do so by drawing on a dataset of more than 580 Twitter posts by five environmental advocacy groups from July 2016 through October 2017. My findings speak to the ways in which images and accompanying text interact to form more robust narratives. Visual tweets are also more likely to stimulate greater sharing behavior. These results have implications for interest group communications strategy.

Constructing visual policy narratives in new media: the case of the Dakota Access Pipeline