A qualitative study of the Swedish party leader’s presentation on Instagram. 

Social media has become a big part of political communication. It makes it possible to spread messages and information directly to its voters without having to go through the traditional media, which they needed to before the age of social media. After finding a research gap about politicians' presentation on Instagram in a Swedish context, this study aims to examine four Swedish party leaders' presentations on Instagram by using qualitative methods where their image and text art studied. The study is based on Goffman's dramaturgical perspective and the phenomenon of personal branding. 

The study shows that the party leaders' posts have a clear political focus with varied personal elements in the self-presentation depending on the party leader and the political affiliation. Posts with political content show a prominence that aims to emphasize its role as a leader, which is enhanced by the formal dress and the setting shown in the pictures. These posts are aimed to influence, inform and enlighten. The more private and personal pictures are supposed to present an ordinary side of the party leader and create recognition that the voters can relate to by showing emotions, family life and hobbies. But even though these pictures may feel personal and look like the party leader lets the followers into private life, there is an impression control, where they themselves have chosen what they want to share and highlight the sides in the self that they want to associate their personal brand with.