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Politics, marketing and social media in the 2018 local elections in Iceland

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dc.contributor University of Akureyri
dc.contributor.author Guðmundsson, Birgir
dc.contributor.author Hjálmarsdóttir, Hafdís Björg
dc.contributor.author Kristjánsdóttir, Vera K Vestmann
dc.date.accessioned 2022-01-15T01:02:50Z
dc.date.available 2022-01-15T01:02:50Z
dc.date.issued 2019-12-17
dc.identifier.citation Guðmundsson , B , Hjálmarsdóttir , H B & Kristjánsdóttir , V K V 2019 , ' Politics, marketing and social media in the 2018 local elections in Iceland ' , Stjórnmál og stjórnsýsla , vol. 15 , no. 2 , pp. 161-182 . https://doi.org/10.13177/irpa.a.2019.15.2.2
dc.identifier.issn 1670-679X
dc.identifier.other PURE: 45089933
dc.identifier.other PURE UUID: fa385af1-40da-4a87-b8d4-18f510c95c8f
dc.identifier.other unpaywall: 10.13177/irpa.a.2019.15.2.2
dc.identifier.uri https://hdl.handle.net/20.500.11815/2840
dc.description.abstract The importance of marketing techniques in political campaigning has increased as communicating politics has become more complex in a highly fragmented media environment. With different media logics interacting in a hybrid media system, political marketing methods through social media have drawn considerable attention and even been seen to pose a threat to democratic processes. This paper looks at the extent and nature of the use of marketing techniques in the 2018 municipal elections in Iceland, by using a mixed methods approach. The findings of a candidate survey and interviews with campaign managers suggest that the methods used are by and large a technical extension of previous methods and not qualitatively different from traditional electioneering. Both social media and traditional media are important marketing vehicles, but the importance of social media clearly on the rise. However, in larger communities in the capital region there tends to be a higher degree of professionalism than in other parts of the country and the size of municipality is important, while the type of party or age of candidates is not.
dc.format.extent 22
dc.format.extent 161-182
dc.language.iso en
dc.relation.ispartofseries Stjórnmál og stjórnsýsla; 15(2)
dc.rights info:eu-repo/semantics/openAccess
dc.subject Stjórnmál
dc.subject Kosningar
dc.subject Fjölmiðlar
dc.subject Samfélagsmiðlar
dc.subject Political marketing
dc.subject Micro targeting
dc.subject Social media
dc.subject Traditional media
dc.subject Hybrid media system
dc.title Politics, marketing and social media in the 2018 local elections in Iceland
dc.type /dk/atira/pure/researchoutput/researchoutputtypes/contributiontojournal/article
dc.description.version Peer reviewed
dc.identifier.doi https://doi.org/10.13177/irpa.a.2019.15.2.2


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