Blogging in the Shadow of Parties: Exploring Ideological Differences in Online Campaigning

Blogging is an increasingly important practice in election campaigns, showing interesting variations across contexts. Recent research has shown that the adoption and use of blogs is strongly shaped by national institutional settings, that is, the different roles given to parties within political systems. However, intra-national differences in the practice of political blogging are yet to be explained. This article investigates the variation in usage of blogs in electoral campaigns in Sweden, a country characterized by strong political parties and a party-centered form of representative democracy. The central argument is that different parties utilize blogging in different ways. Just as blogging is shaped by how institutions support persons or parties, we propose that political blogging is shaped by party affiliation and ideological positions on individualism and collectivism. The empirical analysis, based on a survey among over 600 blogging politicians, confirms that ideological positions towards individualism and collectivism have a great impact on the uptake and usage of political blogs, portraying political blogging as a strongly ideologically situated practice of political communication.