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Setting the Trend or Changing the Game?: Professionalization and Digitalization of Election Campaigns in Sweden
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (DEMICOM)
2016 (English)In: Journal of Political Marketing, ISSN 1537-7857, E-ISSN 1537-7865Article in journal (Refereed) Epub ahead of print
Abstract [en]

Professionalization and digitalization are two distinctive features of election campaigns in the twenty-first century. Are existing campaign structures and strategies reinforced by the implementation of new technology, or does this technology radically change campaigning conditions? This article investigates this topic by analyzing the two most recent national election campaigns in Sweden in 2010 and 2014. The results indicate that both professionalization and digitalization tendencies are strong, but most clearly linked to each other among bigger, catch-all campaign parties, while smaller niche parties in a multiparty system tend to choose different campaign options with regard to structure and strategies.

Place, publisher, year, edition, pages
2016.
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Social Sciences
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URN: urn:nbn:se:miun:diva-28964DOI: 10.1080/15377857.2016.1228555Scopus ID: 2-s2.0-84991490300Local ID: DEMICOMOAI: oai:DiVA.org:miun-28964DiVA, id: diva2:975054
Available from: 2016-09-28 Created: 2016-09-28 Last updated: 2018-02-28Bibliographically approved

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Nord, Lars

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