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Through social media communities, politicians communicate personal or even private information and seek to take advantage of the possibilities to connect with both influential personalities and ordinary people. Politicians' Instagram use can be understood as a way of producing visual flows of professional, personal and private practices.

The current research seeks to compare the ways in which the leaders of the three major political parties in Greece (New Democracy, SYRIZA and KINAL) form their ‘image’ through their Instagram posts during a multiple consecutive elections (pre-)electoral period (2019 European, Prefectural/Municipal and general elections) and a nonelectoral period (2018), in order to trace similarities and differences in the communication strategies of the abovementioned politicians during these periods. Among others, politicians post private aspects of their lives during both periods; they focus predominantly on the formation of a positive self-image, instead of attacking their political opponents and increase the number of personal images during the (pre-)electoral period of our study.

This chapter theorises the Internet in Greece by placing it at the centre of Greek media offering a political economy which recasts it in a culturalist fashion. To achieve this, it critically addresses the country's alleged lag in cyberspace and asks why the Internet's hegemonic role in the advance of neoliberal policies and technoliberalism worldwide was never performed in Greece. It places the countrywide disdain for the technoliberal subject at the core of understanding of why the web mediations where so neatly denied over three decades across industry, policy and research. It centres around Internet remediations to argue that the Internet in Greece has been conceptualised as a nonmedia through the idea of lagging behind, essentially a construct veiling neoliberalism at work. It situates the advent of the web in Greece's media boom to argue that media power, as articulated in Greece, necessarily excluded the web, fetishising terrestrial broadcasting on the way to the neoliberal dismantling of culture, the media and everyday life, way before the Troika.