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Coming in from The Cold: Sweden Democrats’ Campaign Communication Developments 2010-2022
Mid Sweden University, Faculty of Science, Technology and Media, Department of Communication, Quality Management, and Information Systems (2023-). (DEMICOM)ORCID iD: 0000-0002-1363-7778
Mid Sweden University, Faculty of Human Sciences, Department of Humanities and Social Sciences.ORCID iD: 0000-0002-2597-363X
2023 (English)Conference paper, Published paper (Refereed)
Abstract [sv]

The right-wing populist Sweden Democrats’ campaign communications during the NationalElection campaigns 2010-2022 are to some extent characterized by the same distinctive features, such as heavy reliance on distinctive direct communication channels (political television ads, postal information to voters), less developed news media strategies and very high activity on diverse social media platforms. At the same time, the party campaign budget has increased significantly due to state budget party financing rules (based on parliament strength since previous elections). This has allowed the party to organize the campaign differently on multiple platforms and facilitated the use of a broader arsenal of campaign methods and strategic tools. This study compares The Sweden Democrats’ campaign structures and campaign strategies during the four latest national election campaigns in Sweden, both with regard to internal changes of priorities and campaign tools within the party and in comparison to the development of campaign communications within other political parties in the parliament during the same period. Theoretically, the study relates to the concepts of campaign professionalization and populist political communication styles and asks whether The Sweden Democrats’ campaign communication illustrates a possible transformation of true populist party campaign style of communications into a more professionalized way of campaigning alike most political competitors. Methodologically, the study is based on pre-and post-election party surveys as well as personal interviews with party secretaries and campaign managers in all political parties represented in the Swedish parliament 2010–2022. The preliminary results indicate that Sweden Democrats’ campaign communications are becoming more professionalized and streamlined as the party becomes more successful and need to target new segments of the electorate.

Place, publisher, year, edition, pages
2023.
National Category
Social Sciences Media and Communications
Identifiers
URN: urn:nbn:se:miun:diva-48942OAI: oai:DiVA.org:miun-48942DiVA, id: diva2:1781904
Conference
International Association for Media and Communication Research Conference, Lyon, July 9-13, 2023
Available from: 2023-07-11 Created: 2023-07-11 Last updated: 2023-10-13Bibliographically approved

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Nord, LarsBolin, Niklas

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf