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Political Ads in the Swedish 2006 and 2010 Parliamentary Elections : Focus on the Sweden Democrats and the Role of Audiovisual Media

Stjernholm, Emil LU (2014) In Online Journal of Communication and Media Technologies 4(2). p.32-50
Abstract
After nearly gaining representation in 2006, the nationalist right-wing party the Sweden Democrats entered the Swedish Parliament in 2010 following a heated election campaign. In their transformation from a peripheral enterprise into a Parliament party, audiovisual political ads played an under-examined yet crucial role. By analyzing the party’s use of political ads in the 2006 and the 2010 elections, this article shows that the use of audiovisual media differed drastically, in terms of budget, distribution and rhetoric, between the two elections. Furthermore, this article analyzes how the changing media landscape, from television to online video-sharing sites such as YouTube, became a central component in the negotiation of the Sweden... (More)
After nearly gaining representation in 2006, the nationalist right-wing party the Sweden Democrats entered the Swedish Parliament in 2010 following a heated election campaign. In their transformation from a peripheral enterprise into a Parliament party, audiovisual political ads played an under-examined yet crucial role. By analyzing the party’s use of political ads in the 2006 and the 2010 elections, this article shows that the use of audiovisual media differed drastically, in terms of budget, distribution and rhetoric, between the two elections. Furthermore, this article analyzes how the changing media landscape, from television to online video-sharing sites such as YouTube, became a central component in the negotiation of the Sweden Democrats media image. The article concludes that the Sweden Democrats, through their use of new media and the juxtaposition of different distribution platforms, further underlined their self-proclaimed outsider status in Swedish politics. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Swedish politics, nationalism, political ads, television, new media
in
Online Journal of Communication and Media Technologies
volume
4
issue
2
pages
32 - 50
publisher
Agah Gumus
ISSN
1986-3497
language
English
LU publication?
yes
id
097b5752-8855-4477-a304-280fcf240ea9 (old id 4467172)
alternative location
http://www.ojcmt.net/articles/42/423.pdf
date added to LUP
2014-06-30 08:38:15
date last changed
2016-06-29 10:04:31
@article{097b5752-8855-4477-a304-280fcf240ea9,
  abstract     = {After nearly gaining representation in 2006, the nationalist right-wing party the Sweden Democrats entered the Swedish Parliament in 2010 following a heated election campaign. In their transformation from a peripheral enterprise into a Parliament party, audiovisual political ads played an under-examined yet crucial role. By analyzing the party’s use of political ads in the 2006 and the 2010 elections, this article shows that the use of audiovisual media differed drastically, in terms of budget, distribution and rhetoric, between the two elections. Furthermore, this article analyzes how the changing media landscape, from television to online video-sharing sites such as YouTube, became a central component in the negotiation of the Sweden Democrats media image. The article concludes that the Sweden Democrats, through their use of new media and the juxtaposition of different distribution platforms, further underlined their self-proclaimed outsider status in Swedish politics.},
  author       = {Stjernholm, Emil},
  issn         = {1986-3497},
  keyword      = {Swedish politics,nationalism,political ads,television,new media},
  language     = {eng},
  number       = {2},
  pages        = {32--50},
  publisher    = {Agah Gumus},
  series       = {Online Journal of Communication and Media Technologies},
  title        = {Political Ads in the Swedish 2006 and 2010 Parliamentary Elections : Focus on the Sweden Democrats and the Role of Audiovisual Media},
  volume       = {4},
  year         = {2014},
}