Oh Snap: Chat Style in the 2016 US Presidential Primaries

Abstract

Based on Goffman’s theories of self-presentation and framing, this exploratory investigation adapted Videostyle and Webstyle protocols to analyse the 2016 US presidential primary candidates’ Snapchat posts. This quantitative content analysis (N = 871) coded for the visual content, production techniques, nonverbal content and frames used by the five candidates who used Snapchat as a strategic tool to engage voters throughout the course of the 2016 US primary campaign. 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. The implications of these findings on gendered self-presentation theory as well as inferences about the campaigns’ strategic social media motivations and effectiveness are also explored.