Abstract
Background: This article addresses communications on Instagram by Québec Premier François Legault. We were particularly interested in his use of this platform to manage the COVID-19 crisis. For this article, we carried out a content, discourse, and visual analysis of the publications on the Instagram account of the Premier of Québec during two key periods, the beginning of the COVID-19 crisis from March 12 to April 13, 2020, and its continuation from January 6 to February 8, 2021. Analysis: We draw on a content, discourse, and visual analysis of the Premier’s messages on the Instagram platform to understand the strategies used by the Québec government on the Premier’s Instagram feed during the COVID-19 crisis. Conclusions and implications: Through this study, we show the uses of Instagram and how this platform was leveraged to communicate during the COVID-19 pandemic. Legault responded to the urgency of crisis management by showing strong leadership and staying on message.
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