Social Media – A Vehicle for Personalisation in Politics? Political communication before the 2017 parliamentary elections in Iceland
Authors: Guðmundsson Birgir , Sverrisson Baldur 
Published: November 2019

Politics are becoming increasingly personalized, the focus shifting from party policies to individual candidates. Throughout the world, social media plays a significant role in this transformation (Enjolras & Karlsen,2016; Garzia, 2011; Kruikemeier, et.al., 2016; Larsson, 2014; Small 2010; McAllister,2007; Meeks, 2017). The most common definition of the term personalisation phrases it simply as a dichotomous relationship between the importance placed on the candidate on the one hand and the party on the other (Chan, 2018). Compared to other countries, Icelanders are very active on social media with 92% of the population owning a Facebook account, while 62% use Snapchat. Other social media are used less, Instagram 44% and Twitter 20% (Gallup, 2017). Electoral volatility has furthermore been on the rise in the last two decades with diminishing party loyalty and partisan dealignment (Harðarson, 2008, 2016). Dealignment in turn creates a dynamic context for personalization and leadership focus vis-á-vis party attachments (Garzia, 2011; Garzia, et. al. 2018). This rising trend of dealignment, as Lobo (2018) has pointed out, correlates with the phenomenon of personalization (Lobo, 2018).

Precisely this tendency was felt in Iceland before the 2017 parliamentary elections, e.g. in the case of the now prime minister of Iceland, Katrín Jakobsdóttir, who had become more popular in the polls than her party (Jóhannsson, 2016. Magnússon, 2017).

Traditional media and their news values are partly responsible for keeping up the visibility of political leaders on the news agenda, as normally they are considered more newsworthy than ordinary MPs or candidates. Thus, personalization is enhanced by the media, not only traditional media but social media as well. There are two cornerstones to all recent research into social media and politics: the Obama campaign of 2008 and the Trump campaign of 2016. These elections were not exclusively held nor won on social media but innovated its use to attract more attention and votes (Chadwick, 2017).

However, Scandinavian research has shown that in the fragmented hybrid media environment in European parliamentary democracies, social media have as well become a vehicle for non- leaders and newcomers who use these platforms proportionally more than their leaders (Blach-Örsten, et.al, 2016; Larson and Moe, 2014).

The aim of this paper is to find out if politician´s usage of social media, not only of leaders, contributes to the personalization of the Icelandic political system, which has historically been party centred (Harðarson, 2008). This will be done through a content analysis of the posts on social media of top two candidates of every party in every constituency before the 2017 parliamentary elections and with post- election semi-standardized interviews with 5 party officials. We will explore whether social media is more party, or candidate centred, gaining insight into why that is and what we can expect to see in the future through the interviews. As no research exists on the effect of social media on personalization in Iceland, this will be the first attempt at such analysis.