University of AkureyriGuðmundsson, Birgir2025-11-142025-11-142014Guðmundsson, B 2014, 'New realities of political communications in Iceland and Norway', Nordicum-Mediterraneum, vol. 9, no. 1. < http://hdl.handle.net/1946/18401 >1670-624245085102ac437378-50d0-4b4e-87b0-3bbaab49b291https://hdl.handle.net/20.500.11815/5743Political 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.73004eninfo:eu-repo/semantics/openAccessPolitical communicationNew mediaIcelandNorwaySDG 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/article