VISUAL POLITICS IN THE DIGITAL AGE: SOCIAL MEDIA AS A TOOL FOR POLITICAL IMAGE BUILDING

Abstract [English]

The rise of social media platforms has essentially reoriented the role of political communication by imposing such a heavy focus on the visual content as a tool of building and supporting the political images. This study will look at how these political players, such as individual politicians, political parties and electoral campaigns, utilize the visual communication techniques available in the social media to shape, sell, and reinforce their images. Within the frame of the review of key case studies, such as the 2008 and 2012 Barack Obama campaigns, the strategic use of social media in the Narendra Modi campaign in India and the current state of affairs in the 2024 electoral campaigns, this paper will examine the theoretical basis of visual political communication, the practical tactics of modern-day political leaders, and the ethical aspects of image-making in the digital environment. The paper will utilize Framing Theory, Agenda Setting Theory, and Visual Communication Theory in order to relate findings against the available academic literature. Findings have shown that visual content such as professionally created imagery, videos, memes, and emotionally engaging graphics can have a vast impact on how the general population views political leaders and can determine the electoral process. Nevertheless, this visual-based politics has significant issues of misinformation, control of the mass consciousness, and corrosion of faith in democratic components. The research paper concludes that although the visual social media strategies have proven to be a fundamental instrument of political discourse in the 21 st century, effective ethical guidelines and media literacy programs are very important aspects of preserving democratic integrity in the digital era.