Qualitative Analysis of Instagram Persuasive Techniques in the Election Campaign in February 2020

The role of the new media in electoral participation has been recognized, but these effects on the world of politics are the same as in the past; The unit is not the same and originates from the ruling policies, but suffers from pluralism and may even act against the ruling policies. Therefore, recognizing the effects and type of performance of new media, which is limited to Instagram in this study, is very important. The main question is what persuasive Instagram techniques have been used in participating in the 1398 parliamentary elections. For this purpose, the qualitative method of grounded theory has been used. The statistical population of Instagram election content is a sample of seven active pages of two political currents, which are included in 51 axes of summarization and 16 persuasive techniques. The results indicate three approaches of negative, positive and passive participation in elections, in which positive participation has used persuasive techniques of fear, promise, propaganda slogan, reference to values, oppression and the language of the people against negative participation or The election boycott has used persuasive techniques of disclosure, refusal, incitement, fragmentation, insemination, recourse to principles and laws, recourse to innocence, the language of the people, social testimony, proximity and expropriation, and information about passivity. Has not come.