Campaign Communication and the Internet: Party Strategy in the 2005 Norwegian Election Campaign

Abstract

The article examines the role of ICTs in election campaigns, and approaches this topic through a study of party internet strategy in the 2005 Norwegian parliamentary campaign. Studies on web campaigning typically focus on websites. The approach in this article is to go behind the sites and explore how the parties utilize and assess the internet as a campaign tool and communication channel. The data derive from interviews with party strategists and a party survey of the involvement of professionals in electoral politics. The article finds that parties consider the Internet a tool to win voters and activate activists, but remains uncertain of the effects. Party internet strategy is somewhat influenced by international experiences, but external professionals are not very involved. The parties' strategies are quite similar, although some smaller parties seem to place relatively greater weight on the internet. Based on the findings the article discusses how the campaign environment has implications for the way the internet is utilized in election campaigns. The findings correspond well with a hybridization model of campaign development: the internet is utilized in the extension of and in interplay with existing campaign practices.