https://doi.org/10.31648/mcsc.10333
This study analysed the communication of the Civic Platform on Instagram from October 17 to December 13, 2023, spanning from the official results of the parliamentary elections to the vote of confidence in Prime Minister Donald Tusk's government (Civic Platform). The theoretical part presented selected communication strategies, including concepts of electoral and permanent campaign. The empirical part employed a methodology of quantitative and qualitative research, using content analysis with a categorization key. During the analyzed period, the Civic Platform undertook actions to solidify its narrative and prepare for assuming government, which manifested in two areas: criticizing opposition politicians and addressing socio-economic issues. The predominant function was attacking, whereas the engaging-mobilizing function was used least frequently. The analysis did not unequivocally identify a dominant communication context.
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