Still the Middle Way

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Abstract
This article focuses on the process of hybridization of political campaigns, using Sweden as a case study, and raises three main research questions. First, how do global campaign practices influence the national campaign context in Sweden? Second, how does the Swedish political structure and political culture influence the adaptation of global trends in this area? Third, how can a possible hybridization of political campaigning be characterized in Sweden? The data in this study are mainly based on structured interviews with party secretaries and campaign officials in all seven parties with seats in the Swedish Parliament. The results indicate that the hybridization of political communication practices in Sweden is characterized by a growing use of global campaign practices. Marketing tools are frequently used for opinion analyses, but there are substantial obstacles to a complete implementation of modern practices. To some extent this can be explained by existing laws and regulations but, above all, by public perceptions of parties, politics, and elections. Sweden is a country with a structural framework where global campaign features can be transformed to a large extent. However, a political culture more influenced by a national campaign context somewhat curtails this transformation process.

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