University of AkureyriGuðmundsson, Birgir2025-11-142025-11-142016-06-15Guðmundsson, B 2016, 'New media - Opportunity for new and small parties? Political communication before the parliamentary elections in Iceland in 2013', Stjórnmál og stjórnsýsla, pp. 47-66. https://doi.org/10.13177/irpa.a.2016.12.1.31670-68034503981094da0bca-dfcf-4d92-9380-903aee3b239cunpaywall: 10.13177/irpa.a.2016.12.1.3https://hdl.handle.net/20.500.11815/5741This 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.2041141047-66eninfo:eu-repo/semantics/openAccessPolitical communicationIcelandNew mediaHybrid mediaPolitical partiesElectionsSDG 2 - Zero HungerSDG 6 - Clean Water and SanitationSDG 3 - Good Health and Well-beingSDG 4 - Quality EducationSDG 1 - No PovertySDG 5 - Gender EqualitySDG 10 - Reduced InequalitiesSDG 11 - Sustainable Cities and CommunitiesSDG 12 - Responsible Consumption and ProductionSDG 13 - Climate ActionSDG 14 - Life Below WaterSDG 15 - Life on LandSDG 16 - Peace, Justice and Strong InstitutionsSDG 17 - Partnerships for the GoalsSDG 7 - Affordable and Clean EnergySDG 8 - Decent Work and Economic GrowthSDG 9 - Industry, Innovation, and Infrastructure/dk/atira/pure/researchoutput/researchoutputtypes/contributiontojournal/article10.13177/irpa.a.2016.12.1.3