Politisk logikk eller medielogikk? - Norske partilederes strategier, imagebygging og autentisitet i sosiale medier

Abstract

Abstract Media logic in the search for visibility. Uses of social media by leading politicians during an election campaign Drawing on interviews with Norwegian party leaders and political staffers from the 2013 parliamentary campaigns about their strategies for social media, this article gives the first insight into why and how politicians and staffers use social media platforms such as Facebook and Twitter. The article analyses elite politician’s use of social media as a ‘middle-arena’, where the private and the political, journalism and political marketing, collide. Among key findings is that social media are regarded by the politicians as a way of bypassing media logics and journalistic sensationalism, but that they nevertheless use such strategies to gain visibility.

Keywords

• Political communication
• Social media
• Mediatization
• Mediated authenticity
• Politicalcommunication
• Socialmedia