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Spin, Strategies and Social Media Professionalization and Digital Campaigningin Swedish National Elections in 2012

Paper i proceeding
Författare Marie Grusell
Lars Nord
Publicerad i Paper presented at IAMCR – 2012 Durban, South Africa
Publiceringsår 2012
Publicerad vid Institutionen för journalistik, medier och kommunikation (JMG)
Språk en
Ämnesord professionalization, digital communication, election campaigns, social media, Sweden
Ämneskategorier Medie- och kommunikationsvetenskap

Sammanfattning

Professionalization tendencies and the use of digital campaign communication technology are two distinctive features of election campaigns in the 21st century. Both elements of the campaign have been thoroughly discussed and examined, but so far not that often related to each other. This paper asks whether theories of professionalization of politics are relevant for explaining the use of digital communications in the campaign: Are existing campaign structures reinforced by the introduction of new technology or does this technology radically change campaign conditions? This paper investigates this question by analyzing digital campaign communications, such as the Internet and social media, as part of campaign strategies among Swedish political parties in the two most recent election campaign in Sweden; European Parliamentary Election in 2009 and the National Election in 2010. The degree of professional use of digital communications are related and compared to the general degree of campaign professionalization among the Swedish political parties. The study is based on party surveys and interviews with campaign coordinators and on quantitative content analysis of social media during the last weeks before the elections.

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