This article explores the role of social media (essentially blogs) in the 2011 Norwegian local election campaigns. We commence by developing a framework for investigating political communication using the social media that conceptualises the horizontal and vertical conversation along two dimensions: participants and interaction. Next, we apply our framework in a case study of election blogs in twelve Norwegian municipalities using multiple data sources. In contrast to the democratic vision of social media, our analysis demonstrates that election blogs are primarily used by those who are politically active in other arenas as well and that most communication consists of one-way information dissemination with little actual exchange of information. The main findings also indicate a paradox: there is a mismatch between the types of communication the candidates perceive as important and their actual behaviour in the local election campaign. While candidates say they want to connect with the electorate, in practice they are networking with each other. Our findings are discussed in light of the institutional setting in which the blogging take place, and the specific social media under investigation.
The article analyses the impact of preference votes on the gender balance in municipal councils in Norway, and to what extent this impact varies with candidates' age, party and local context. We compare actual representation with a hypothetical closed-list outcome. The analyses show that both local political representation and the impact of preference votes are characterised by a gender-generation gap. Older women are underrepresented, while young women are represented on equal terms with young men. Young female candidates benefit from preference voting in larger municipalities, whereas the older generation of women loses out in both large and small municipalities. In conclusion, we argue that an intersectionality approach should pay more attention to variables other than ethnicity, including age and local context. Moreover, research on gender and political representation should take into account a gender-generation perspective.
While observers have focused on the political use of social media when exploring their democratic potential, we know little about users' perceptions of these media. These perceptions could well be important to understanding the political use of social media. In exploring users' perceptions, the article asks whether politicians and voters view social media in a similar way, and to what extent they consider social media to be an apt arena for political communication. Within a Norwegian context, which may prove useful as a critical case, and using the technological frames model, we find that although voters' and politicians' opinions are not that dissimilar overall, politicians are more likely to recognize the political communicative role of social media. However, social media do indeed have the potential to become arenas for political mobilization among groups that traditionally are less visible in political arenas.
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