Visualizing crisis leadership: Prime ministers on Instagram during the COVID-19 pandemic

This study sheds light on how political leaders engage in visual meaning-making on social media during a major crisis. In addition, it explores which kinds of visual messages by political leaders on social media drive high popular engagement in times of crisis. The study employs content analysis, including automatic facial expression analysis, to investigate visual communication on the Instagram accounts of three Nordic prime ministers (PMs) during the critical initial wave of the COVID-19 pandemic. The analysis covers visual personalization, depicted individuals, national symbols and facial expressions. Furthermore, the study explores the visual elements within the posts that garnered the highest public engagement, as measured by the number of likes and comments. The findings indicate that the PMs primarily projected an image of professional, capable and credible crisis leadership through their visual content. However, the potential for leaders to convey compassion, empathy and authenticity through visual imagery is also evident, particularly exemplified by the Danish PM. The visual content that generated the most significant public engagement predominantly consisted of videos featuring the PMs in formal professional settings, directly addressing the audience about serious matters.