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From nowhere to everywhere. The breakthrough of political advertising on television in Sweden

Konferensbidrag (offentliggjort, men ej förlagsutgivet)
Författare Marie Grusell
Lars Nord
Publicerad i Paper at ECREA 2014 Conference. Lisboa, Portugal.
Publiceringsår 2014
Publicerad vid Institutionen för journalistik, medier och kommunikation (JMG)
Språk en
Ämnesord Political advertising, television, election campaigns, party strategies¸ Sweden
Ämneskategorier Medie- och kommunikationsvetenskap

Sammanfattning

From nowhere to everywhere The breakthrough of political advertising on television in Sweden Marie Grusell, University of Gothenburg Lars Nord, Mid Sweden University There is no tradition of political advertising on television in Sweden. During many years, political ads on TV were not allowed at all. However, with the transition from analogue to digital terrestrial television in Sweden in 2007 the public service obligations of the ‘hybrid’ channel TV4 were dismantled. Consequently, in the 2010 National Election campaign political advertising on TV had its breakthrough as all Swedish parliamentary parties bought advertising time on TV4. In a few years, political advertising had become a distinctive feature of Swedish election campaigns. This paper intends to offer new perspectives on the dramatically increased importance of political advertising on television in Sweden using the 2010 National Elections as a case study. The comprehensive analysis of political TV ads includes different analytical approaches: Initially, the study will analyse the content of the spots used during the campaign. Secondly, campaign strategies of the political parties with regard to political advertising on TV will be compared. Finally, the voter perceptions of political ads will be studied. Methodologically, the paper is based on personal interviews with campaign managers of all political parties, a quantitative content analysis and a web survey of political attitudes.

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