How Instagram hashtags can be strategically used in politics
an analysis of #muheresnapolitica in Brazil
DOI:
https://doi.org/10.34629/cpublica.510Keywords:
Instagram, political communication, hashtags, genderAbstract
Nowadays in social media the hashtag #mulheresnapolitica, which means
women in politics, seeks to increase attention to the topic. Social media are increasingly
important to studies of populism, therefore, this paper focuses on Instagram, the social
media with the highest growth in 2018. It describes how #mulheresnapolitica is being used
on Instagram in Brazil and analyzes how it can contribute to the populist scenario in the
country.
The need to address this topic was motivated by the current social and political scenario in
Brazil, which lacks real antagonism and is very polarized, as Chantal Mouffe points out.
For this analysis 259 publication were considered, which use the #mulheresnapolitica
during October 2019, a year before the country's municipal elections. The novelty intended
here is the combination of gender, populism in the context of Instagram. The paper
analyzes Instagram as a rising social network in politics and explains why hashtags are
important to be analyzed also in this social media, as well as the challenges presented to do
academic research in this media.
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