Genres of Participation in Social Networking Systems: A Study of the 2021 Norwegian Parliamentary Election

Abstract

eParticipation covers a range of activities, from online voting to deliberation. In this paper, I examine the activity called e-campaigning, political parties use of digital channels during election campaigns. Norwegian political parties have used digital channels for campaigning since 2001, and social media since 2009. In this study, I present the findings from the Norwegian parliamentary election campaign of 2021. Using genre theory, I examine how Norwegian political campaigning in social media has evolved between 2009 and the latest election in 2021. The findings indicate that social media use has stabilized between the 2017 and 2021 elections, with communication genres established in 2017 being similar to the ones found in 2021. Finally, I discuss how the way social media is currently being used reflects the constitutional goal of including citizens in political participation.