What Does Credibility Look like? Tweets and Walls in U.S. Presidential Candidates’ Visual Storytelling

Abstract

This study considers the social media visual messaging of four candidates in the 2012 U.S. Republican presidential primary campaign. The analysis is guided by symbolic convergence theory, its method of fantasy theme analysis, and visual rhetoric theory. Using a schema of visual attributes, this study analyzes a rhetorical strategy of candidates' campaigns: the pictorial “public diary” found on their official Facebook and Twitter pages. It reveals how the credibility character traits of trustworthiness and expertise appear in the candidates' visual narratives, what messages dominate, and how candidates differ in succeeding or failing to visually communicate credibility. This study has important implications for how political management can use images in crafting and assessing messaging strategies in a competitive environment.