The Potential of Visual Storytelling in the Formation of Political Trust
DOI:
https://doi.org/10.18255/2412-6519-2026-2-162-181Keywords:
visual storytelling, political trust, visual communication, political communication, trust-building, visual contentAbstract
The development of information and communication technologies, which are transforming the internet into a space of symbols and simplified constructions, has a significant impact on relations between citizens and political institutions and, in particular, on the dynamics of political trust. Visual storytelling is becoming an important tool of political struggle; however, its actual potential in building trust remains insufficiently studied. The article presents the results of a series of experiments aimed at identifying types of visual storytelling that have the potential to influence the process of forming political trust in different age groups. Based on an assessment of the psychological effectiveness of messages (cognitive, emotional, and identificational components) and of the level of trust in a politician before and after exposure to the material, it is shown that single visual messages generally do not lead to a statistically significant increase in trust, whereas certain irrelevant visual narratives can reduce trust in a politician. Textual content across all age cohorts demonstrates a more stable effect on trust compared to visual formats.The study concludes that the formation of political trust is a long-term, multi-stage process in which visual storytelling plays a supplementary and potentially risky role. The findings highlight the need for differentiated use of visual storytelling in different age groups and for ensuring that the politician’s visual image aligns with the audience’s status-related and value-based expectations.References
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