From hybrid-media system to hybrid-media politicians: Danish politicians and their cross media presence in the 2015 national election campaign

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An increasingly complex hybrid system of social- and traditional-news media surrounds Nordic election campaigns as politically experienced incumbents favour traditional news media, and younger, lesser-known candidates’ social media. Despite little evidence for hybrid-media politicians, politicians’ media use is changing rapidly; 15%–16% of Danish candidates used Twitter in 2011 but 68% in 2015. In this large-sample content analysis, party leaders have high traditional-news-media and low Twitter presence, and younger candidates visa-versa, but some politicians have high presence in both. Hybrid-media politicians are younger than the average Danish Parliament member, represent various parties, and likely come from the greater Copenhagen area.
Original languageEnglish
JournalJournal of Information Technology & Politics
Issue number4
Pages (from-to)334-347
Number of pages13
Publication statusPublished - 1 Nov 2017
Event6th European Communication Conference: Mediated (Dis)Continuities: Contesting Pasts, Presents and Futures - Prague Congress Centre, Prag, Czech Republic
Duration: 9 Nov 201612 Nov 2016
Conference number: 6


Conference6th European Communication Conference
LocationPrague Congress Centre
Country/TerritoryCzech Republic
Internet address

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