Skip to main content

Marie Grusell

Senior Lecturer

Journalism Media and Communication
Visiting address
Seminariegatan 1B
41313 Göteborg
Postal address
Box 710
40530 Göteborg

About Marie Grusell

Marie Grusell got her PhD in 2008 with the thesis Advertising - an uninvited guest? The public's perceptions of advertising in morning paper and television.

Research Areas

Audience research, media and advertising, strategic communication, political communication is the research area she work within.

My research focus can be summarized under the theme: Impact - under new conditions.

Active in three areas:

  1. Advertising and public opinion
  2. Strategic Political Communication
  3. Digital Media

Current Research Project

Not too narrow, not too wide- a study of the future of public service A project undertaken as part of the Foundation for Broadcast media - Media Convergence (Project leader Professor Goran Bohlin). The project examines the conditions for the development of public service media in an era of convergence. The study will be reported in 2012 with the book "Not too narrow, not too wide -a study of the future of public service”.

2000s view of ads A study funded by the TU to get deeper knowledge about how people relate to the daily press and the network's ads. During the early 2000s there has been a change in how people interact with advertisements. The project will study young peoples attituds and behavior with interviews and focus groups. The project will be reported 2012.

Strategic Political Communication A key issue in comparative studies of political communication is whether the international trends in the form of professionalised political campaigns, fading party political allegiances among citizens and more independent media has an impact on the national level.

Theories on a general Americanization is today rejected by many leading scientists and the concepts of renewal or hybridization is generally considered more reasonable as theoretical starting points. What forms does this take in a national political communication systems?

Together with Professor Lars Nord we examines strategic political communication in the electioncampaignes 2009 and 2010.

The aim has been to illustrate how the Swedish political communication is influenced by changing trends. This has been investigated through a combination of repeated interviews with key players (party secretary / campaign managers) and survey studies. The project is reported regularly and will also be presented in Valrörelsebok 2013 (SNS).

Social media In the context of digital media research, I also study social media. This part is a spin-off from the area of political strategic communication, but has evolved to become its own autonomous region.

In both the EU 2009 elections and parliamentary elections in 2010, I conducted research on how political parties use social media (Twitter) in its communication with the voter.

Main results show that the party political communication via Twitter mostly consists of monologue than dialogue. The results also showed that the party leaders who were active on Twitter, has a more dialogue-oriented approach in their communication. Results is presented in conferens paper.


Teach courses in methods.


Collaborate with Professor Lars Nord and DEMICOM.


Search the university image database for more photos. (Search on the name or on JMG).