This article analyses the communication of the 3 most popular candidates for the presidency of the Republic of Lithuania – Gitanas Nausėda, Ingrida Šimonytė, and Ignas Vėgėlė – on their Facebook accounts and on the news portals 15min.lt and delfi.lt in the course of the presidential elections in 2024. The article is useful because it contributes to filling the gap of research discussing the presidential election of 2024. The literature review part of the paper examines the main aspects of political communication creating a contribution between the politician and their audience, along with the emerging electoral challenges. The study uses the conceptual frame theory to develop 3 frames and their categories: the issue frame on economy and national security, the personality frame, and the game frame. The categories on the frames were defined inductively and deductively in order to be as precise as possible in the identified cases. The issue frame in the candidates’ Facebook posts and news portals publications was the least frequently used iteration. The personality frame and the game frame along with their categories dominated among the candidates and news portals. The conclusions of the study provide summary insights, the distinctive features of the candidates’ communication, and the limitations of the study.
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