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Logics of the Icelandic Hybrid Media System: Snapchat and media-use before the 2016 and 2017 Althing elections

Logics of the Icelandic Hybrid Media System: Snapchat and media-use before the 2016 and 2017... AbstractThe increased importance of social media platforms and network media logic merging with traditional media logic are a trademark of modern hybrid systems of political communication. This article looks at this development through the media-use by politicians before the 2016 and 2017 parliamentary elections in Iceland. Aggregate results from candidate surveys on the use and perceived importance of different media forms are used to examine the role of the new platform Snapchat in relation to other media, and to highlight the dynamics of the hybrid media system in Iceland. The results show that Snapchat is exploited more by younger politicians and those already using social media platforms. However, in spite of this duality between old and new media, users of traditional platforms still use new media and vice versa. This points to the existance of a delicate operational balance between different media logics, that could change as younger politicians move more centre stage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nordicom Review de Gruyter

Logics of the Icelandic Hybrid Media System: Snapchat and media-use before the 2016 and 2017 Althing elections

Guðmundsson, Birgir
Nordicom Review , Volume 40 (1): 17 – Feb 1, 2019
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17 pages

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Publisher
de Gruyter
Copyright
© 2019 Birgir Guðmundsson, published by Sciendo
ISSN
2001-5119
eISSN
2001-5119
DOI
10.2478/nor-2019-0001
Publisher site
See Article on Publisher Site

Abstract

AbstractThe increased importance of social media platforms and network media logic merging with traditional media logic are a trademark of modern hybrid systems of political communication. This article looks at this development through the media-use by politicians before the 2016 and 2017 parliamentary elections in Iceland. Aggregate results from candidate surveys on the use and perceived importance of different media forms are used to examine the role of the new platform Snapchat in relation to other media, and to highlight the dynamics of the hybrid media system in Iceland. The results show that Snapchat is exploited more by younger politicians and those already using social media platforms. However, in spite of this duality between old and new media, users of traditional platforms still use new media and vice versa. This points to the existance of a delicate operational balance between different media logics, that could change as younger politicians move more centre stage.

Journal

Nordicom Review – de Gruyter

Published: Feb 1, 2019

Keywords: hybrid media system; Iceland; Snapchat; media logic; political communication

References

  • A platform for individualized campaigning? Social media and parliamentary candidates in the 2009 Norwegian election campaign
  • The end of media logics? On algorithms and agency
  • The third age of political communication: Influences and features
  • In France, Snapchat takes the lead in producing political content
  • Normalising or equalising party competition? Assessing the impact of the Web on election campaigning
  • New realities of political communications in Iceland and Norway