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Setting the Trend or Changing the Game? Professionalization and Digitalization of Election Campaigns in Sweden

Journal article
Authors Marie Grusell
Lars Nord
Published in Journal of Political Marketing
Publication year 2016
Published at Department of Journalism, Media and Communication (JMG)
Language en
Keywords digitalization, election campaigns, professionalization, social media, sweden,
Subject categories Media and Communications


Professionalization and digitalization are two distinctive features of election campaigns in the 21st 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 analysing 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.

Page Manager: Webmaster|Last update: 9/11/2012

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