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30-second politics, 30 years too late: Political TV advertising in Swedish election campaigns, 2006–2018
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (DEMICOM)ORCID iD: 0000-0002-2734-5821
Göteborgs Universitet.
2019 (English)In: Central European Journal of Communication, ISSN 1899-5101, Vol. 12, no 3, p. 282-298Article in journal (Refereed) Published
Abstract [en]

Televised political advertising appears in very different national political communication contexts. Sweden is an interesting case study. For many years, political ads on TV were not allowed at all. However, with the transition from analog to digital terrestrial television the public service obligations of the “hybrid” channel TV4 were dismantled. In the 2010 national election campaign, all Swedish parliamentary parties bought advertising time on TV4. This article intends to shed new light on political TV ads as a new campaign feature in a rapidly transforming political communication environment. The study relates to the concept of hybridization of election campaigns and intends to increase knowledge about hybridization processes by focusing on a critical case where one of the most adopted campaign practices worldwide is finally implemented within a specific national context and deviating political culture.

Place, publisher, year, edition, pages
2019. Vol. 12, no 3, p. 282-298
Keywords [en]
political advertising, television, Sweden, election campaigns, hybridization
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:miun:diva-37494DOI: 10.19195/1899-5101.12.3(24).1OAI: oai:DiVA.org:miun-37494DiVA, id: diva2:1358663
Available from: 2019-10-08 Created: 2019-10-08 Last updated: 2019-10-28Bibliographically approved

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Nord, LarsGrusell, Marie

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