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Data-Driven Campaigning in Data-Dense Small Multiparty Systems: A Party-Level Analysis

Segesten, Anamaria Dutceac LU orcid and Sandberg, Linn (2024) In Media and Communication 12. p.8634-8634
Abstract
This study examines data-driven campaign (DDC) practices in Sweden. We explore the extent of data-driven practices adopted in Swedish political campaigns, and parties’ motivations to adopt them. Since this is a comparison of domestic parties, we test the importance of four party-level factors—resources, structure, attitudes toward data use, and ideology—using extensive interviews with key campaign managers in Sweden during the 2022 election year. Our results show that the differences among the eight parties studied are rather small, and that systemic factors are more important than party variables to explain the adoption of data-driven approaches. Zooming in on these finer differences we distinguish between top DDC adopters (Social... (More)
This study examines data-driven campaign (DDC) practices in Sweden. We explore the extent of data-driven practices adopted in Swedish political campaigns, and parties’ motivations to adopt them. Since this is a comparison of domestic parties, we test the importance of four party-level factors—resources, structure, attitudes toward data use, and ideology—using extensive interviews with key campaign managers in Sweden during the 2022 election year. Our results show that the differences among the eight parties studied are rather small, and that systemic factors are more important than party variables to explain the adoption of data-driven approaches. Zooming in on these finer differences we distinguish between top DDC adopters (Social Democrats, Center, and Conservatives) and a lower tier with lower levels of DDC implementation. To explain the differences between the two tiers, we find that economic resources are important, with richer parties being more advanced in DDC use. Party structure, attitudes to data, and ideology do not affect the likelihood of a Swedish party using data analytics in their strategic decision-making. Instead, we suggest party type (catch-all vs. niche) is a potentially more useful party-level factor in explaining variation. (Less)
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author
and
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Media and Communication
volume
12
pages
8634 - 8634
publisher
Cogitatio Press
external identifiers
  • scopus:85208982769
ISSN
2183-2439
DOI
10.17645/mac.8634
language
English
LU publication?
yes
id
61536d14-f226-4979-b1ff-054e77cb3736
date added to LUP
2024-10-31 11:57:56
date last changed
2025-04-04 14:33:59
@article{61536d14-f226-4979-b1ff-054e77cb3736,
  abstract     = {{This study examines data-driven campaign (DDC) practices in Sweden. We explore the extent of data-driven practices adopted in Swedish political campaigns, and parties’ motivations to adopt them. Since this is a comparison of domestic parties, we test the importance of four party-level factors—resources, structure, attitudes toward data use, and ideology—using extensive interviews with key campaign managers in Sweden during the 2022 election year. Our results show that the differences among the eight parties studied are rather small, and that systemic factors are more important than party variables to explain the adoption of data-driven approaches. Zooming in on these finer differences we distinguish between top DDC adopters (Social Democrats, Center, and Conservatives) and a lower tier with lower levels of DDC implementation. To explain the differences between the two tiers, we find that economic resources are important, with richer parties being more advanced in DDC use. Party structure, attitudes to data, and ideology do not affect the likelihood of a Swedish party using data analytics in their strategic decision-making. Instead, we suggest party type (catch-all vs. niche) is a potentially more useful party-level factor in explaining variation.}},
  author       = {{Segesten, Anamaria Dutceac and Sandberg, Linn}},
  issn         = {{2183-2439}},
  language     = {{eng}},
  pages        = {{8634--8634}},
  publisher    = {{Cogitatio Press}},
  series       = {{Media and Communication}},
  title        = {{Data-Driven Campaigning in Data-Dense Small Multiparty Systems: A Party-Level Analysis}},
  url          = {{http://dx.doi.org/10.17645/mac.8634}},
  doi          = {{10.17645/mac.8634}},
  volume       = {{12}},
  year         = {{2024}},
}