Why Should an Election Candidate Take (and Share) Selfies?

At first glance, there is little difference between an ordinary photo and a selfie. However, the differences are prettysignificant due to the psychological mechanisms behind selfies. Selfies communicate many things that ordinary photos cannot. This unique communicative ability of selfies is due to their hidden messages.

In a regular photo, an unseen photographer is behind the camera, while the subject is the only visible part of the image. The photographer has the power to decide how the image will look. They frame the shot and determine the angle and the moment of capture. The photographer is the subject, and the person in the photo is the object.

A selfie changes this dynamic. In a selfie, both the photographer and the subject are present within the frame. The person taking the selfie has complete control over how the image turns out. This means that every decision behind taking and sharing the selfie carries an implicit message: why the photo was taken, why it was taken at that particular moment, why it is framed in a certain way, and what the selected people or background elements are meant to convey. Selfies are not merely images of oneself; they inherently include the idea that the person has captured a specific moment for a reason. While an ordinary photo documents, a selfie proclaims.

Sharing a selfie is also an integral part of its purpose. Here, we are not concerned with private selfies meant for personal use, as those do not play a role in political communication. Political selfies always communicate this idea: "I am taking this picture of myself for you in this situation." The act of sharing adds another layer. Not only does the viewer consider why the image was taken at a particular moment, but they also wonder why it was shared. What message does the person want to convey?

When viewing a regular photograph, the audience remains an observer, distant from the situation and uninvolved in the event. A selfie, however, assigns a clear role to the viewer: they are drawn into the image. Consider three possible photos of European Parliament member Emmanuel Macron:

1. Someone takes a picture of Emmanuel Macron having breakfast. He looks cheerful but does not glance at the camera, as he is focused on reading a newspaper while sipping his coffee. The relationship between the viewer and Macron remains distant; the photo merely documents a moment.
2. Someone takes a picture of Emmanuel Macron having breakfast. He looks cheerful, gazing directly at the camera while holding his coffee mug. He smiles at the viewer, with a newspaper visible on the table in the background. The relationship between the viewer and Macron is closer—he invites the audience to share his breakfast moment.
3. Emmanuel Macron takes a selfie while having breakfast. He smiles and looks happy. He holds a coffee mug in his hand, and an open newspaper is visible on the table in the background. The relationship between the viewer and Macron is much closer. The viewer feels that Macron has taken this picture, especially for them, wanting to share something personal. The image conveys warmth, and the viewer finds Macron relatable—just like everyone else, he eats breakfast. They also appreciate that he wanted to share this moment with them.

This is a hypothetical scenario. I have not seen such pictures and do not know if they exist. However, these types of images are possible, as Emmanuel Macron frequently shares selfies on Instagram, so I chose him as an example.

Many politicians publish selfies on social media. For example, the previously mentioned Emmanuel Macron is well known for taking selfies with voters at public events. This helps create the impression of a genuine politician who wants to engage with citizens and be part of their everyday lives.

A selfie also allows candidates to demonstrate that they belong to a particular group. By taking a selfie as part of a group, the candidate does not position themselves above the group but as an equal member. The viewer is also included. The image sends a message: "Hey, I want to show you that I belong to this community." Someone else might take a photo of the same event where the politician addresses the crowd. In that image, the power dynamic is clear—the politician stands above the group rather than as part of it. Such an image does not engage viewers nearly as effectively as a selfie taken in the same situation.

Considering these perspectives, it becomes clear why selfies are such powerful tools in political communication.