Politics, marketing and social media in the 2018 local elections in Iceland
The importance of marketing techniques in political campaigning has increased as communicating politics has become more complex in a highly fragmented media environment. With different media logics interacting in a hybrid media system, political marketing methods through social media have drawn cons...
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fticelandunivojs:oai:ojs.pkp.sfu.ca:article/3011 2023-08-20T04:07:23+02:00 Politics, marketing and social media in the 2018 local elections in Iceland Guðmundsson, Birgir Hjálmarsdóttir, Hafdís Björg Kristjánsdóttir, Vera Kristín Vestmann 2019-12-17 application/pdf https://ojs.hi.is/index.php/irpa/article/view/a.2019.15.2.2 eng eng Stjórnsýslustofnun https://ojs.hi.is/index.php/irpa/article/view/a.2019.15.2.2/pdf https://ojs.hi.is/index.php/irpa/article/view/a.2019.15.2.2 Copyright (c) 2019 Stjórnmál og stjórnsýsla Icelandic Review of Politics & Administration; Vol. 15 No. 2 (2019): Autumn publication; 161-182 Stjórnmál og stjórnsýsla; Bnd. 15 Nr. 2 (2019): Hausthefti; 161-182 1670-679X 1670-6803 Political marketing micro targeting social media traditional media hybrid media system info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article 2019 fticelandunivojs 2023-08-01T12:28:59Z The importance of marketing techniques in political campaigning has increased as communicating politics has become more complex in a highly fragmented media environment. With different media logics interacting in a hybrid media system, political marketing methods through social media have drawn considerable attention and even been seen to pose a threat to democratic processes. This paper looks at the extent and nature of the use of marketing techniques in the 2018 municipal elections in Iceland, by using a mixed methods approach. The findings of a candidate survey and interviews with campaign managers suggest that the methods used are by and large a technical extension of previous methods and not qualitatively different from traditional electioneering. Both social media and traditional media are important marketing vehicles, but the importance of social media clearly on the rise. However, in larger communities in the capital region there tends to be a higher degree of professionalism than in other parts of the country and the size of municipality is important, while the type of party or age of candidates is not. Article in Journal/Newspaper Iceland University of Iceland: Peer Reviewed Journals |
institution |
Open Polar |
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University of Iceland: Peer Reviewed Journals |
op_collection_id |
fticelandunivojs |
language |
English |
topic |
Political marketing micro targeting social media traditional media hybrid media system |
spellingShingle |
Political marketing micro targeting social media traditional media hybrid media system Guðmundsson, Birgir Hjálmarsdóttir, Hafdís Björg Kristjánsdóttir, Vera Kristín Vestmann Politics, marketing and social media in the 2018 local elections in Iceland |
topic_facet |
Political marketing micro targeting social media traditional media hybrid media system |
description |
The importance of marketing techniques in political campaigning has increased as communicating politics has become more complex in a highly fragmented media environment. With different media logics interacting in a hybrid media system, political marketing methods through social media have drawn considerable attention and even been seen to pose a threat to democratic processes. This paper looks at the extent and nature of the use of marketing techniques in the 2018 municipal elections in Iceland, by using a mixed methods approach. The findings of a candidate survey and interviews with campaign managers suggest that the methods used are by and large a technical extension of previous methods and not qualitatively different from traditional electioneering. Both social media and traditional media are important marketing vehicles, but the importance of social media clearly on the rise. However, in larger communities in the capital region there tends to be a higher degree of professionalism than in other parts of the country and the size of municipality is important, while the type of party or age of candidates is not. |
format |
Article in Journal/Newspaper |
author |
Guðmundsson, Birgir Hjálmarsdóttir, Hafdís Björg Kristjánsdóttir, Vera Kristín Vestmann |
author_facet |
Guðmundsson, Birgir Hjálmarsdóttir, Hafdís Björg Kristjánsdóttir, Vera Kristín Vestmann |
author_sort |
Guðmundsson, Birgir |
title |
Politics, marketing and social media in the 2018 local elections in Iceland |
title_short |
Politics, marketing and social media in the 2018 local elections in Iceland |
title_full |
Politics, marketing and social media in the 2018 local elections in Iceland |
title_fullStr |
Politics, marketing and social media in the 2018 local elections in Iceland |
title_full_unstemmed |
Politics, marketing and social media in the 2018 local elections in Iceland |
title_sort |
politics, marketing and social media in the 2018 local elections in iceland |
publisher |
Stjórnsýslustofnun |
publishDate |
2019 |
url |
https://ojs.hi.is/index.php/irpa/article/view/a.2019.15.2.2 |
genre |
Iceland |
genre_facet |
Iceland |
op_source |
Icelandic Review of Politics & Administration; Vol. 15 No. 2 (2019): Autumn publication; 161-182 Stjórnmál og stjórnsýsla; Bnd. 15 Nr. 2 (2019): Hausthefti; 161-182 1670-679X 1670-6803 |
op_relation |
https://ojs.hi.is/index.php/irpa/article/view/a.2019.15.2.2/pdf https://ojs.hi.is/index.php/irpa/article/view/a.2019.15.2.2 |
op_rights |
Copyright (c) 2019 Stjórnmál og stjórnsýsla |
_version_ |
1774718981813305344 |