Facebook-kommunikasjonen til norske partileiarar: sjangrar og nærleiksymbolikk

Abstract

Norwegian party leaders’ Facebook communication: genres and symbols of proximity This article is based on quantitative and qualitative content analyses of 1,278 status updates and 336 comments published by seven Norwegian party leaders on Facebook. Based on theories of self-presentation, personification of politics and the Scandinavian political culture, the variations in genres and strategies of legitimization in the party leaders’ communication are studied. The article finds that the party leaders use Facebook to broadcast and promote their own political activities and actions. Even though Facebook does not seem to contribute to more dialogue with voters, it is argued that the party leaders demonstrate clear images of proximity and closeness to the public.