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Skripsi

A multimodality analysis of visual preferences in Kamala Harris’s instagram posts during 2024 presidential campaign / Kiki Virenanda Pitaloka

Abstrak
This study investigates how Kamala Harris strategically utilized visual elements in Instagram image posts during the final week of the 2024 U.S. presidential campaign (October 29 to November 5 2024) to construct political identity and engage followers. Framed within Kress and van Leeuwen rsquo s visual social semiotic theory the study employs a qualitative method to analyze ten still-image Instagram posts five with the highest like counts and five with the lowest. The analysis focuses on key visual features such as gaze framing symbolic color modality and embedded textual elements within the image. Findings reveal that posts featuring Harris in close emotionally expressive and symbolically particularly those emphasizing Democratic color schemes direct gaze and group interaction garnered significantly higher engagement. Conversely posts that lacked human presence narrative action or emotional cues tended to underperform. These results demonstrate the importance of visual design in shaping audience response on political social media. The study contributes to visual political discourse research by highlighting how strategic image composition functions as digital persuasion. Future research is encouraged to explore Instagram Reels or stories sentiment in audience comments comparative analyses with other political figures and cross-platform studies to deepen understanding of visual engagement in contemporary campaigning.

Informasi Detail
DDC
SKRIPSI DIGITAL
Prodi
Universitas Negeri Malang. Program Studi Bahasa dan Sastra Inggris, .
Deskripsi Fisik
v, 15 hlm. : ilus
Bahasa
No Reg
3809/RS/25
Edisi
Skripsi (Sarjana)--Universitas Negeri Malang. 2025
Subjek
1. ANALISIS MULTIMODAL – KOMUNIKASI VISUAL
2. KAMPANYE PRESIDEN – REPRESENTASI VISUAL
3. DISKURSUS POLITIK – SEMIOTIKA VISUAL
4. MULTIMODAL ANALYSIS – VISUAL COMMUNICATION
Pembimbing
1. Yusnita Febrianti, S.pd, M.a., Ph.d
Lampiran Berkas