The author wishes to thank the JITP editors and anonymous reviewers for very helpful comments. influenced by Obama's online campaign and the US online practices. However, the practices were adjusted to an existing campaign style and organizational structure. Moreover, an essential part of the online strategy was a thematic network structure that aimed to lower the threshold for participation and thereby engage and activate party members, as well as recruit new members. Hence, US campaign practices diffuse to Norwegian electoral politics, and the adopted US practices are implemented based on the ideals of the 'net 3The increasing inclusion of the Internet and the new social media in election campaigning has received widespread attention, and especially so during the 2008 US primaries and presidential campaign. The apparent success of Barack Obama's online campaign created much speculation as to whether or not the success could be transferred and replicated in the political systems of Western Europe. This is also the backdrop for this article, and the approach is to discuss and study how party organizations are influenced by the US practices of the Obama online strategy, how adopted practices are adjusted to existing The diffusion of campaign practices from one campaign context to the next has been described by a "shopping model" (Farrell, 2002;Plasser, 2002). Political parties do not import a whole range of practices, but selectively shop electoral innovations from mostly the American market. However, due to institutional and cultural differences imported practices will be shaped and fuse with existing practices (Plasser, 2002;Karlsen 2010). The difference between the candidate centered US style and the party centered West-European style of campaigning is essential in this respect (Plasser, 2002 The article proceeds with an account of the diffusion of campaign practices and the hybridization perspective on campaign change, a discussion of political parties and online campaigning, and a section which discusses party models and online practices. In the empirical analysis the extent to which US practices were adopted by the Norwegian Labor Party and how these practices were adapted to the campaign environment and the existing party organization is scrutinized. In the final section of the paper I relate the findings to the framework sketched out initially.
Diffusion of Campaign Practices and Campaign ChangeDiffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system (Rogers, 1995, p. 5). In this article we are interested in the diffusion of innovations between systems. Numerous studies have explored 5 the diffusion of policy innovations from one country to the next (e.g. Dobbin et al., 2007;Teigen, 2012, Weyland, 2005 Technology played a key role in our success … We realized that a smart and largeInternet presence was the best way to provide people with the opportunity and the tools to get involved in the campaign … Established tactics like p...