Quello che i copy non dicono : la necessaria integrazione tra immagine e testo nell'analisi della comunicazione politica via social

The contribution aims to examine the contribution of digital data in research in political communication with reference to production of social content in election campaigns. It will argue for the need to integrate text-based analysis with research strategies able to capture information from the iconographic apparatus of posts. This hypothesis is tested by a sample of the contents posted by the major leaders in the running in the Italian parliamentary elections of 2022 on different platforms (Twitter, Facebook, Instagram, TikTok), from which emerge strategies that can exploit the multimodal nature of content spread via social. [Publisher's text].