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Assessing Swedish political party use of Twitter and Facebook during the 2014 election year, this paper traces what is defined as broadcasting (one-way communication) and interactive (two-way communication) practices on the services mentioned. While both approaches to political campaigning have been integral to party activity since the pre-digital era, the Internet — and specifically the previously mentioned services — have often been pointed to as having the potential to influence political actors to move beyond one-way practices and to instead engage in reciprocal interaction with their potential supporters. While previous scholarship has suggested a variety of influences for parties to interact with potential voters online, the results presented here suggest that in the Swedish context, parties purporting a ‘green’ agenda emerge as more active in this regard.
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