Self-representation, online identity, and visual framing of Spanish members of parliament on X

Introduction Self-representation on social media has become a central mechanism through which political representatives construct their public image, simultaneously transforming political communication into all its dimensions. The aim of this study is to explore how the Spanish parliamentarians self-represent and construct their political image on X during the investiture of Pedro Sánchez. Methods To that end, a deductive content analysis is applied on the images posted by Spanish representatives present in the investiture of Pedro Sánchez, developed during 15–16th November of 2023. Results During the investiture sessions Spanish parliamentary representatives who had an active X account (90% of the total) published 204 self-representative images. The results revealed patterns in the way self-representation images are structured based on the parliamentarian’s political party affiliation. Discussion These findings show that most of Spanish MPs were active on X and tended to prioritize party-fidelity over individualization strategies, remaining loyal to the group image and adapting their visual self-representation in accordance with their affiliation. In addition, Spanish politicians variate their visual discourses between investiture sessions. Conclusion This manuscript helps to understand the personalization of MP’s political image through social media and their impact on government actions, while it also highlights the necessity of inquiring into the political self-representation during in-situ events or outside media-focused periods.