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 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.

Subject headings

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Communication Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications (hsv//eng)

Keyword

data-driven campaigning

digital media

election campaigns

hybridisation

Sweden

Publication and Content Type

ref (subject category)

art (subject category)