Greek Political Leaders on Instagram: Between “Soft” and “Hard” Personalization

  • Stamatis Poulakidakos
  • Iliana Giannouli


Personalization has always been a feature of politics, but it seems to have been gaining momentum in recent decades. The increased attention to politicians as individuals implies that “they don’t only act more often as spokespersons for their respective parties, but also that they embody the party brand through their personal life and personality” (Olsson, 2017, p. 100). Contrary to the age of the traditional mass media—especially television—when journalists would mainly choose which images of the politicians would be published, Instagram provides politicians with the ability to actively form their public image. In this sense, the research presented in this chapter is a first attempt to examine Instagram as a political communication tool in Greece, offering an insight in the similarities and differences of political performance strategies via the Instagram platform.


Instagram Personalization Public image Strategy Politicians Greece 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Stamatis Poulakidakos
    • 1
  • Iliana Giannouli
    • 1
  1. 1.National and Kapodistrian University of AthensAthensGreece

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