Setting the Trend or Changing the Game? Professionalization and Digitalization of Election Campaigns in Sweden

Professionalization and digitalization are two distinctive features of election campaigns in the twenty-first century. Are existing campaign structures and strategies reinforced by the implementation of new technology, or does this technology radically change campaigning conditions? This article investigates this topic by analyzing the two most recent national election campaigns in Sweden in 2010 and 2014. The results indicate that both professionalization and digitalization tendencies are strong, but most clearly linked to each other among bigger, catch-all campaign parties, while smaller niche parties in a multiparty system tend to choose different campaign options with regard to structure and strategies.