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New realities of political communications in Iceland and Norway

New realities of political communications in Iceland and Norway


Title: New realities of political communications in Iceland and Norway
Author: Guðmundsson, Birgir   orcid.org/0000-0001-8235-001X
Date: 2014
Language: English
Scope:
University/Institute: University of Akureyri
Series: Nordicum-Mediterraneum; 9(1)
ISSN: 1670-6242
Subject: Stjórnmál; Fjölmiðlar; Political communication; New media; Iceland; Norway
URI: https://hdl.handle.net/20.500.11815/2826

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Citation:

Guðmundsson , B 2014 , ' New realities of political communications in Iceland and Norway ' , Nordicum-Mediterraneum , vol. 9 , no. 1 . < http://hdl.handle.net/1946/18401 >

Abstract:

Political communication in Iceland and in the Nordic Countries has undergone dramatic changes in the last decades. The political process has had to adjust to a new media landscape and to novel media technology at the same time as the media themselves are faced with transformed political realities. This paper reports a qualitative study on the way in which political parties in Iceland and Norway deal with a twofold change in political communication: on the one hand the change that has occurred with increasing commercialisation and professionalization of the traditional media; on the other, the change brought about by the digital revolution, with an explosion of media-outlets, communication possibilities and fragmentation of the public sphere. Five general dimensions are found to characterize the new realities of political communication in Norway and Iceland. These are: agenda setting; targeting of special groups; internal communication; professionalization; and a holistic communication approach.

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