Today, there are various studies on the effect of visual factors on the image of political leader. It is known that social media is used more often by the leaders in recent political campaigns and especially the visual content have been preferred. In this context, political leaders place particular importance to share photos on their social media accounts in order to obtain positive images in the voters’ mind. So it can be said that the leaders try to establish a communication language with their potential voters via photographs. Many of the visual features of the leaders presented in the photographs, such as clothing preferences and body language, can form agenda in the media from time to time, and they can affect the perceptions of voters. Owing to the social media tools, which contribute visibility, leaders, can share their messages easily and fast and their public can know them well. In this study, the role of photograph on political leaders’ image was studied by semiotic analysis. For this purpose, the photographs which were shared on the official social media accounts of Recep Tayyip Erdogan (President of the Republic of Turkey), Binali Yıldırım (Prime Minister of the Republic of Turkey), Kemal Kılıçdaroğlu (Leader of the Republican People's Party) and Devlet Bahçeli (Leader of the Nationalist Movement Party) were analyzed between the dates of 16 February and 15 April 2017. As a result of the study, the image of the leaders are determined as hopeful, reliable, trustworthy, serious, determined, social, respectful for diversity, authoritative, strong, sincere, friendly, energetic, assertive, self-confident.