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Central European Journal of Communication

Central European Journal of Communication

Scientific Journal of the Polish Communication Association

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You are here: Home > Browse Journal > Volume 12 No 3 (24) Fall 2019 > 30-second politics 30 years too late: Political TV advertising in Swedish election campaigns 2006–2018

30-second politics, 30 years too late: Political TV advertising in Swedish election campaigns, 2006–2018

Marie Grusell
UNIVERSITY OF GOTHENBURG, SWEDEN

Lars Nord
MID SWEDEN UNIVERSITY, SWEDEN

ABSTRACT: Televised political advertising appears in very different national political communication contexts. Sweden is an interesting case study. For many years, political ads on TV were not allowed at all. However, with the transition from analog to digital terrestrial television the public service obligations of the “hybrid” channel TV4 were dismantled. In the 2010 national election campaign, all Swedish parliamentary parties bought advertising time on TV4. This article intends to shed new light on political TV ads as a new campaign feature in a rapidly transforming political communication environment. The study relates to the concept of hybridization of election campaigns and intends to increase knowledge about hybridization processes by focusing on a critical case where one of the most adopted campaign practices worldwide is finally implemented within a specific national context and deviating political culture.

 

DOI: 10.19195/1899-5101.12.3(24).1

KEYWORDS: political advertising, television, Sweden, election campaigns, hybridization.

AUTHORS:

  • Marie Grusell
    ORCID: 0000-0001-5502-6126
    UNIVERSITY OF GOTHENBURG, SWEDEN
  • Lars Nord
    ORCID: 0000-0002-1363-7778
    MID SWEDEN UNIVERSITY, SWEDEN