Title: | New realities of political communications in Iceland and Norway |
Author: | |
Date: | 2014 |
Language: | English |
Scope: | 73004 |
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 |
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 >
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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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