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This study examines how Instagram was strategically used to promote the image of Luís Inácio Lula da Silva during the 2022 election year, in the race for the presidency of Brazil. A content analysis of the candidate’s posts was carried out using a mixed approach, integrating qualitative and quantitative methods, revealing consistent patterns and well-defined strategies. Communication on Instagram presented a coherent narrative, characterised by strategic adaptation throughout the election year, taking into account the country’s electoral calendar, political personalisation around the candidate and using images that simultaneously evoke authority and affection. The results suggest that these practices reinforced the desired political identity and image, and established an effective connection with the electorate. This research makes a significant contribution to the field of political communication, demonstrating how Instagram can be used effectively to mobilise the public and influence political decision-making.

Political communication strategies on Instagram: the case of Lula da Silva in Brazil’s 2022 election