New realities of political communications in Iceland and Norway

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Political communication in Iceland and in the Nordic Countries has undergone dramatic changes in the last decades. The political process has had to adjust to a new media landscape and to novel media technology at the same time as the media themselves are faced with transformed political realities. This paper reports a qualitative study on the way in which political parties in Iceland and Norway deal with a twofold change in political communication: on the one hand the change that has occurred with increasing commercialisation and professionalization of the traditional media; on the other, the change brought about by the digital revolution, with an explosion of media-outlets, communication possibilities and fragmentation of the public sphere.
Five general dimensions are found to characterize the new realities of political communication in Norway and Iceland. These are: agenda setting; targeting of special groups; internal communication; professionalization; and a holistic communication approach.
Original languageEnglish
Issue number1
Publication statusPublished - 2014

Other keywords

  • Political communication
  • New media
  • Iceland
  • Norway

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