Change search
ReferencesLink to record
Permanent link

Direct link
Political Public Relations on the Net: A Relationship Management Perspective
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).ORCID iD: 0000-0003-0101-9152
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
2013 (English)In: Public Relations Journal, ISSN 1942-4604, Vol. 7, no 4Article in journal (Refereed) Published
Abstract [en]

Research on relationship management in digital political public relations is scarce. Departing from arelationship management perspective, then, this study seeks to contribute to the field of political public relations by investigating whether political parties take advantage of what digital media platforms offer in terms of long-term commitment and reciprocity utilizing the Swedish national election in 2010 as a case study. The results show that the political parties utilized social media outlets primarily during and just before the time of the election and that interaction between parties and constituents were scarce and shallow. All parties shared the same pattern of activity, although there were some differences in the frequencies of use. Additionally, although user commitment increased over time, there were relatively few users who chose to follow/friend the political parties, suggesting that the large majority of the voters could not easily be reached through these platforms. In essence, the results indicate that social media as a political public relations tool is, so far, dwarfed by more traditional and analogue approaches.

Place, publisher, year, edition, pages
New York: The Public Relations Society of America , 2013. Vol. 7, no 4
Keyword [en]
digital political public relations, relationship management, web 2.0, social media, Sweden
National Category
Media and Communications
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-30828OAI: diva2:684021
Available from: 2014-01-07 Created: 2014-01-07 Last updated: 2015-09-23Bibliographically approved

Open Access in DiVA

fulltext(540 kB)208 downloads
File information
File name FULLTEXT01.pdfFile size 540 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Other links


Search in DiVA

By author/editor
Karlsson, MichaelClerwall, ChristerBuskqvist, Ulf
By organisation
Faculty of Arts and Social Sciences (starting 2013)Department of Geography, Media and Communication
In the same journal
Public Relations Journal
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 208 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 274 hits
ReferencesLink to record
Permanent link

Direct link