Election Campaigns in Postwar Norway (1945–1989): From Party‐Controlled to Media‐Driven Campaigns

Abstract

From 1945 to the end of the 1980 s, Norway's election campaigns have changed substantially. The mass media – particularly television – have grown in importance, partly structuring the election campaign. In this study the period in question is divided into three phases: (1) 1945–57, a phase characterized by a loyal party press and the breakthrough of radio; (2) 1961–69, a phase characterized by a loyal party press under pressure and the advent of television; (3) 1973–89, a phase characterized by the dissolution of the party press and the beginning of the television era. In the course of these decades, the media's coverage of election campaigns has been ‘liberated’ from the political parties. This move from party‐controlled to media‐driven election campaigns coincides with a more turbulent period among the voters, a period with a higher level of voter volatility. The changing role of the mass media has not led to dramatic shifts in activity, at least not as reflected by two indicators – voter turnout and level of informal discussion. Recent changes in the pattern of voting participation, however, may be associated with the role of the media. The gap between centre and periphery in voter turnout has gradually been bridged, and television is probably one of the bridge‐builders. With television as the major arena for the election campaign, the stream of political impulses which serve as mobilizing forces has become more or less the same in both centre and periphery.