www.ssoar.info Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen's Successful 2016 Presidential Election Campaign Liebhart, Karin; Bernhardt, Petra Veröffentlichungsversion / Published Version Zeitschriftenartikel / journal article Empfohlene Zitierung / Suggested Citation: Liebhart, K., & Bernhardt, P. (2017). Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen's Successful 2016 Presidential Election Campaign. Media and Communication, 5(4), 15-25. https://doi.org/10.17645/ mac.v5i4.1062 Nutzungsbedingungen: Terms of use: Dieser Text wird unter einer CC BY Lizenz (Namensnennung) zur This document is made available under a CC BY Licence Verfügung gestellt. Nähere Auskünfte zu den CC-Lizenzen finden (Attribution). For more Information see: Sie hier: https://creativecommons.org/licenses/by/4.0 https://creativecommons.org/licenses/by/4.0/deed.de Media and Communication (ISSN: 2183–2439) 2017, Volume 5, Issue 4, Pages 15–25 DOI: 10.17645/mac.v5i4.1062 Article Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign Karin Liebhart * and Petra Bernhardt Department of Political Science, University of Vienna, 1010 Vienna, Austria; E-Mails:
[email protected] (K.L.),
[email protected] (P.B.) * Corresponding author Submitted: 31 May 2017 | Accepted: 27 October 2017 | Published: 21 December 2017 Abstract This article addresses the strategic use of Instagram in election campaigns for the office of the Austrian Federal President in 2016. Based on a comprehensive visual analysis of 504 Instagram posts from Green-backed but independent presidential candidate Alexander Van der Bellen, who resulted as winner after almost one year of campaigning, this contribution recon- structs key aspects of digital storytelling on Instagram.