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Second thoughts on digital first: Exploring the development of election campaigning among Swedish political parties, 2010–2022

Niklas Bolin
Niklas Bolin
, 
Marie Grusell
Marie Grusell
 and 
Lars Nord
Lars Nord
   | Mar 12, 2024
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Published Online: Mar 12, 2024
Page range: 15 - 35
DOI: https://doi.org/10.2478/nor-2024-0006
Keywords
© 2024 Niklas Bolin et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

FIGURE 1

The importance of digital communication channels in comparison with other communication channels, 2010–2022Comments: The graph shows a comparison of the mean scores of the digital communication channels with the mean scores of the other communication channels in the survey. Positive values should be interpreted as above average importance. For a complete list of the channels included in digital media and other respectively, see Table 2.
The importance of digital communication channels in comparison with other communication channels, 2010–2022Comments: The graph shows a comparison of the mean scores of the digital communication channels with the mean scores of the other communication channels in the survey. Positive values should be interpreted as above average importance. For a complete list of the channels included in digital media and other respectively, see Table 2.

The importance of communication channels, 2010–2022

Type of channel Channel 2010 2014 2018 2022 Mean Δ 2010–2022a
Digital media Facebook 0.28b 0.26 1.31 0.91 0.69 0.63
Websites 0.32 0.76 0.02 0.28 0.34 −0.04
YouTube −0.06 0.26 0.02 0.53 0.19 0.59
Instagram n.a.c −0.74 0.45 0.78 0.16 1.52
Blogs 0.44 −0.99 −0.12 −0.84 −0.38 −1.28
Twitter 0.28b 0.26 −0.98 −1.09 −0.38 −1.37
SMS/MMS −0.68 – −0.69 −0.47 −0.61 0.21
E-mail −1.18 – −1.41 −0.97 −1.19 0.21
Other TV political shows 0.82 1.01 1.02 0.91 0.94 0.09
TV news 0.82 1.01 0.88 1.03 0.93 0.21
Radio news 0.82 0.51 0.31 0.91 0.64 0.09
Newspapers 0.69 0.88 0.17 0.16 0.47 −0.53
Local newspapers 0.57 0.51 0.42 0.03 0.38 −0.54
Tabloids 0.19 0.76 0.31 −0.34 0.23 −0.53
Election posters −0.56 0.26 −0.26 0.28 −0.07 0.84
Direct marketing −0.63 0.13 0.45 −0.34 −0.10 0.29
Election cabins −0.31 −0.24 −0.26 −0.59 −0.35 −0.28
Door-to-door canvassing −0.43 −1.24 −0.41 0.16 −0.48 0.59
TV entertainment −0.68 −1.74 −0.69 −0.59 −0.93 0.09
Magazines −0.68 −1.62 −0.69 −0.72 −0.93 −0.04

Party representatives in the study

Party 2010 2014 2018 2022
Centre Lena Forsman (Campaign Manager) Michael Arthursson (Party Secretary) Michael Arthursson (Party Secretary) Michael Arthursson (Party Secretary)
Christian Democrats Lennart Sjögren (Party Secretary) Acko Ankarberg Johansson (Party Secretary) Acko Ankarberg Johansson (Party Secretary) Peter Kullgren (Party Secretary)
Liberal Erik Ullenhag (Party Secretary) Anders Andrén (Communications Manager) Maria Arnholm (Party Secretary) Gustav Georgson (Deputy Party Secretary)
Green Agneta Börjesson (Party Secretary) Anders Wallner (Party Secretary) Amanda Lind (Party Secretary) Katrin Wissing (Party Secretary)
Moderate Pär Henriksson (Communications Manager) Per Nilssona (Communications Manager) Per Rosencrantz (Communications Manager) Martin Borgs (Deputy Party Secretary)
Social Democrats Ibrahim Baylan (Party Secretary) Nina Wadensjö (Communications Manager) John Zanchi (Campaign Manager) Axel Björneke (Campaign Manager)
Sweden Democratsb – Björn Söder (Party Secretary) Richard Jomshof (Party Secretary) Richard Jomshof (Party Secretary)
Left Anki Ahlsten (Party Secretary) Aron Etzler (Party Secretary) Aron Etzler (Party Secretary) Hanna Gedin (Deputy Party Secretary)
eISSN:
2001-5119
Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Social Sciences, Communication Science, Mass Communication, Public and Political Communication
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