Abstract Despite the attention that moral media content has received for many years, thus far, no research has systematically investigated the moral foundations featured in (visual) user-generated content. This is important, as exposure to moral content may influence the relative salience of different moral foundations among consumers, with implications for their moral reasoning. This manual content analysis investigated the prevalence and consistency of the moral foundations represented in the Instagram profiles of the 59 most followed Western celebrities, athletes and influencers. The study coded 1,256 posts and 2,936 stories, documenting the exemplification of moral foundations and their links with sex,
Abstract Instagram and its famous personae are nowadays an important news source for many users, which may stem from celebrities’ and influencers’ repeated engagement with political topics on their otherwise entertainment- or lifestyle-oriented accounts. Yet, to date, no study has systematically investigated the type and framing of this political content. This content analysis examined 1,256 Instagram posts and 2,936 stories of the 59 most popular opinion leaders (20 sports celebrities, 20 artistic celebrities and 19 influencers) in Western countries, and documented, for the first time, the prevalence of types of political topics and their framing. Results from multilevel analyses suggest