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The Mediatization of Campaign Organizations: Social Media Practices in the Nina Larsson campaign
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.ORCID iD: 0000-0002-5097-6218
2014 (English)In: Organizations & Media: organizing in a Mediatized world / [ed] J. Pallas & S. Jonsson & L. Strannegård, New Yotk: Routledge, 2014, 205-219 p.Chapter in book (Refereed)
Abstract [en]

This chapter intends to discuss contemporary mediatization of campaign organizations. One starting point is in the contemporary rise of social media platforms and hype concerning campaign organizations. The other starting point is in theories of mediatization and media logics. The first question the chapter thus discusses is how media logics change with the contemporary rise of social media platforms. Given the argument that political organizations are especially aligned with the evolution of media, and given the hype around social media platforms in election campaigns, the subsequent question then becomes how do changing media logics interact with contemporary campaign organizations? To illustrate this contemporary mediatization of campaign organizations, the chapter will draw on a study of Nina Larsson. Larsson made extensive use of social media platforms to become re-elected to the Swedish Parliament in 2010. It is argued that discussing the Larsson campaign out of a theoretical horizon of changing media logics is beneficial for understanding campaign practices such as the amplification of news media texts, the recirculating of one’s own and others’ texts and performances on social media networks, as well as commending and supporting other party members.

Place, publisher, year, edition, pages
New Yotk: Routledge, 2014. 205-219 p.
, Routledge studies in Management, Organizations and Society
Keyword [en]
Campaign organizations, Election, Media logics, Mediatization, Social media
National Category
Media Studies
Research subject
Media and Communication Studies
URN: urn:nbn:se:uu:diva-223340OAI: oai:DiVA.org:uu-223340DiVA: diva2:713009
Available from: 2014-04-17 Created: 2014-04-17 Last updated: 2015-02-18

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