New Realities of Political Communications in Iceland and Norway

Political communication in Iceland and in the Nordic Countries has undergone dramatic changes in the last decades. The political process has had to adjust to a new media landscape and to novel media technology at the same time as the media themselves are faced with transformed political realities. This paper reports a qualitative study on the way in which political parties in Iceland and Norway deal with a twofold change in political communication: on the one hand the change that has occurred with increasing commercialisation and professionalization of the traditional media; on the other, the change brought about by the digital revolution, with an explosion of media-outlets, communication possibilities and fragmentation of the public sphere. Five general dimensions are found to characterize the new realities of political communication in Norway and Iceland. These are: agenda setting; targeting of special groups; internal communication; professionalization; and a holistic communication approach.