Negative rhetoric during the 2023 Polish parliamentary campaign on Instagram

Abstract

The purpose of this article is to characterize the negative rhetoric of the main parties taking part in the 2023 parliamentary elections, using the example of their activity on Instagram. Based on the analysis of the content of posts, published on this portal during the last two weeks of the election campaign, the crucial addressees and leading themes of materials with negative overtones in relation to individual parties were determined. The presented conclusions indicate that the negative rhetoric in the studied context had a character of government-opposition rivalry with a significant participation of the mechanism of personalization of attacks against the most recognizable politicians and framing strategy.