This study examines nine Danish political parties’ use of journalistic formats in political communication on Facebook in a longitudinal perspective drawing upon data from 2008 to mid-2019. The use of journalistic measures such as the use of sources and the use of visual composition characteristics known from TV news journalism are analysed through a comprehensive quantitative content analysis consisting of 780 party-produced and -distributed videos on Facebook.
The study draws upon mediatization theory, namely the mediatization of politics (Strömbäck, 2008). Through an operationalization of media logic into a more specific and empirically applicable definition of news media logic the study shows, that the included parties use of journalistic formats and work methods have been on the rise since 2015.
Through a range of qualitative interviews conducted with six out of nine of the parties’ heads of press and communication, the study shows that the reasons for the increasing use of journalistic formats and work methods stem in part from the notion that filtering political communication through journalistic formats establishes a level of trustworthiness beneficial to the parties. They also show that the decision whether or not to apply journalistic formats to political communication is somewhat arbitrary as the heads of press point out that the communication output often comes down to a question of resources and coincidences.
However as the study shows a significant increase in the use of journalistic formats in political communication which does not aim primarily to seek attention from the established press, the study discusses the notion of news media logic as opposed to political logic. Whereas mediatization scholars often assume that media logic in general dominates political logic in a mediatized society and thus urges political actors to acknowledge and adapt to the nature of media logic, this study shows that political communication actors have understood ways to both acquire and apply news media logic and integrate the workings of news media logics in the pursuit of political rationales and goals.
This leads to a questioning of the precision of Strömbäcks fourth phase of mediatization, where - in his words - media logic colonizes political logic.
|Uddannelser||Journalistik, (Bachelor/kandidatuddannelse) Kandidat|
|Vejledere||Leif Hemming Pedersen|
- Politisk kommunikation
- Kvantitativ indholdsanalyse