Abstract
This article presents results from a survey among political candidates standing in parliamentary elections in Iceland in the spring of 2013 regarding their use of media in the election campaign. The purpose of this study was twofold; first to determine the extent to which politicians have adopted new technologies. Thereby adapting their election strategies to new realities and a transformed media environment characterized by hybridization between new networked media and traditional media logic. Secondly, to examine whether in a digitalized media era, there is a difference in media use between old and new political parties. The findings suggest a process of normalization and the potential advantage for new parties, due to easier access to communication channels created by less expensive new media outlets, was by and large negated by a more complex and diverse media environment.
Highlights
This article presents results from a survey among political candidates standing in parliamentary elections in Iceland in the spring of 2013 regarding their use of media in the election campaign
This paper looks at political communication in Iceland with a focus on the media use of candidates standing in the 2013 parliamentary elections and their evaluation of the importance of different media gateways
The paper begins with a brief overview of the Icelandic media and party systems, followed by a discussion of the scholarly literature on new media and political campaigning
Summary
This article presents results from a survey among political candidates standing in parliamentary elections in Iceland in the spring of 2013 regarding their use of media in the election campaign. This paper looks at political communication in Iceland with a focus on the media use of candidates standing in the 2013 parliamentary elections and their evaluation of the importance of different media gateways. The centre-left parties underwent restructuring in 1999 and the Alliance and Left-green Party were formed on the basis of older parties, called the People’s Party and the People’s Alliance These four party types have dominated the Icelandic party system since the 1930s but their hegemony has been challenged in recent decades and since 1971 a variation of two additional parties have most of the time managed to secure representation in the legislature. Since the 1980s electoral volatility has been increasing and about 1/3 of the electorate has changed parties between elections since the 1990s (Hardarson 2008)
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