A Platform for Individualized Campaigning? Social Media and Parliamentary Candidates in the 2009 Norwegian Election Campaign

Abstract

Abstract It is often argued that new technology will increase centralization of political parties but Internet‐based technologies, especially the social media, provide individual candidates with opportunities to run campaigns more independently of the central party. This article argues that the effect of new technology depends on the contextual characteristics of the campaign, most importantly the nomination process and the electoral system. It investigates the effect of online social media on individual candidate campaigning through a study of parliamentary candidates' use of social media in the 2009 Norwegian election campaign, a campaign environment with few incentives for candidates to undertake individualized campaigning, using the 2009 Norwegian Candidate Study. Findings reveal that online social media are much appreciated by candidates and are used to a great extent. The technological effect on individual campaigning appears small as candidates who consider social media important do not focus on their own candidacy to a greater extent than other candidates. However, candidates with an individualized candidate focus are more inclined to use Facebook and consider social media important for their campaign communication. Consequently, although social media in the short run are not likely to increase individualized campaigning as such, candidates with a candidate focus have been offered a new channel for self‐promotion.

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