Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022
This article offers a longitudinal perspective on communications during election campaigns from a political-party perspective, where strategic considerations about digital media are compared across time. Our analysis is grounded on the concepts of hybridisation and data-driven campaigning, where dig...
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| Format: | Article |
| Language: | English |
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Sciendo
2024-03-01
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| Series: | Nordicom Review |
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| Online Access: | https://doi.org/10.2478/nor-2024-0006 |
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| author | Bolin Niklas Grusell Marie Nord Lars |
| author_facet | Bolin Niklas Grusell Marie Nord Lars |
| author_sort | Bolin Niklas |
| collection | DOAJ |
| description | This article offers a longitudinal perspective on communications during election campaigns from a political-party perspective, where strategic considerations about digital media are compared across time. Our analysis is grounded on the concepts of hybridisation and data-driven campaigning, where digital technology tends to play a central role without replacing all traditional campaign features. Empirically, the study is based on a longitudinal analysis of four election campaigns in Sweden during 2010–2022. The analysis shows that Swedish political parties have gradually integrated digital campaign features in their structure and strategy. The process is not linear, but rather back and forth, as party perceptions of the importance of communication channels vary across time. The results imply a development where all parties, regardless of size and ideology, are increasingly making rational judgments of which combinations of old and new campaign methods and communication channels are most effective. |
| format | Article |
| id | doaj-art-f3929be9737d42caaaefa5572aab2ac9 |
| institution | Kabale University |
| issn | 2001-5119 |
| language | English |
| publishDate | 2024-03-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Nordicom Review |
| spelling | doaj-art-f3929be9737d42caaaefa5572aab2ac92025-02-02T15:48:50ZengSciendoNordicom Review2001-51192024-03-0145s1153510.2478/nor-2024-0006Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022Bolin Niklas0Grusell Marie1Nord Lars2Department of Humanities and Social Sciences, Mid Sweden University, SwedenDepartment of Journalism Media and Communication, University of Gothenburg, SwedenDemicom Center for Study of Democracy and Communication, Mid Sweden University, SwedenThis article offers a longitudinal perspective on communications during election campaigns from a political-party perspective, where strategic considerations about digital media are compared across time. Our analysis is grounded on the concepts of hybridisation and data-driven campaigning, where digital technology tends to play a central role without replacing all traditional campaign features. Empirically, the study is based on a longitudinal analysis of four election campaigns in Sweden during 2010–2022. The analysis shows that Swedish political parties have gradually integrated digital campaign features in their structure and strategy. The process is not linear, but rather back and forth, as party perceptions of the importance of communication channels vary across time. The results imply a development where all parties, regardless of size and ideology, are increasingly making rational judgments of which combinations of old and new campaign methods and communication channels are most effective.https://doi.org/10.2478/nor-2024-0006election campaignsdigital mediahybridisationdata-driven campaigningsweden |
| spellingShingle | Bolin Niklas Grusell Marie Nord Lars Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022 Nordicom Review election campaigns digital media hybridisation data-driven campaigning sweden |
| title | Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022 |
| title_full | Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022 |
| title_fullStr | Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022 |
| title_full_unstemmed | Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022 |
| title_short | Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022 |
| title_sort | second thoughts on digital first exploring the development of election campaigning among swedish political parties 2010 2022 |
| topic | election campaigns digital media hybridisation data-driven campaigning sweden |
| url | https://doi.org/10.2478/nor-2024-0006 |
| work_keys_str_mv | AT bolinniklas secondthoughtsondigitalfirstexploringthedevelopmentofelectioncampaigningamongswedishpoliticalparties20102022 AT grusellmarie secondthoughtsondigitalfirstexploringthedevelopmentofelectioncampaigningamongswedishpoliticalparties20102022 AT nordlars secondthoughtsondigitalfirstexploringthedevelopmentofelectioncampaigningamongswedishpoliticalparties20102022 |