The politicians have entered a new platform with the potential to democratization and to exchange ideas. Therefore, we want to look into what new conditions social media creates for politicians. Through strategic political communication the goal-oriented two-way communication is depicted as it is crucial for relations to establish, build up, maintain and to be affected.   One aspect of this is about the creation of messages and the visual communication affecting the meaning of the content. In our study, these theories have become the foundation in the research, and of the tools used when developing messages for social networks. We have looked deeper into Facebook as a social media and political parties on this platform. We focused on and observed their different ways of developing messages in their Facebook feed and the reactions they generated. We found tendencies saying that pictures and videos have a great effect on a engagement generated in the posts. This proves that visual communication is a crucial tool for political strategic communications within the networks of social media.

Pour des raisons spécifiques propres à leur histoire, à leur identité, ou à certaines problématiques complexes rencontrées, il peut arriver que les organisations activent des processus de gouvernement par la discussion. De tels processus prennent la forme de dispositifs par lesquels des acteurs provenant d’horizons élargis se livrent à un travail politico-stratégique, d’imagination de mondes souhaitables et possibles, de confrontation et de composition de leurs expériences et leurs affects dans des espaces plus ou moins instrumentés de discussion, de partage, d’élaboration, de mise en mots: des processus de sémantisation.En prenant le point de vue d’un intervenant, la finalité de ce travail sera de proposer des repères pertinents pour le design et l’accompagnement de ces processus. Entre les illusions « idéalistes » et les injonctions « pseudo-pragmatiques », les processus de sémantisation doivent être conçus et instrumentés dans la perspective singulière de régénération de souverainetés hybrides, vis-à-vis d’objets qui excèdent les capacités à penser et à agir des acteurs à l’intérieur de compromis de gouvernement institués. Prenant le contre-pied des tendances contemporaines à la liquéfaction des institutions, l’axiologie sous-jacente de tels critères de conception s’appuie sur l’idée que la régénération des institutions suppose l’instrumentation d’une capacité dynamique à ouvrir des formes de travail politico-stratégique tournées vers la formation de rythmes organisationnels et politiques de meilleure qualité. Les processus de sémantisation apparaissent alors comme activateurs de dynamiques d’action collective instituant des souverainetés plus fécondes. / Driven by reasons specific to their history or identity, or driven by complex problems, organizations may at times decide to engage in processes of “government by discussion”. These processes will take the shape of dispositive enabling stakeholders from various backgrounds to contribute to a political-strategic work whereby they imagine more desirable and feasible worlds, by which they may confront and compose between their experiences and affects within more or less instrumented spaces for discussion, sharing, controversies, collective wording and enacting: namely processes of “semantics building”.Taking the point of view of a consultant, the final aim of this work will be to suggest markers useful for the designing and accompanying of such processes. Avoiding traps of idealist illusions as well as those of pseudo-pragmatism, processes of “semantics building” must be designed bearing in mind the particular idea of regeneration of hybrid sovereignties, towards objects which exceed the capacities to think and act of stakeholders within the institutionalized organizational and political compromises. Aiming at going beyond the current tendencies of liquefaction of institutions, the underlying axiology of such design heuristics relies on the idea that the regeneration of institutions implies the instrumentation of a dynamic capacity to launch political-strategic work geared towards the emergence of organizational and political rhythms of a higher quality. Processes of “semantics building” then appear as the triggers of dynamics of collective action whereby more fruitful sovereignties can be instituted.