Hedvig Tønnesen
About
Photo: Geir Mogen
Research Interests
Political communication; Social Media; Digital Campaigning; Media Sociology; Network Media Logic; Big Data.
PhD project
Social media platforms have opened up for a plethora of practices for producing and consuming political communication, and election campaigns all over the world have integrated social media practices in their campaign toolkit. In my PhD project, I put platform comparisons to the center stage in an effort to contribute to building insights into how we can grasp the political and democratic consequences of new technological practices being integrated in political campaigning. I use a multi-method study design to explore the strategies of political parties on Facebook, Instagram and Twitter during the 2021 parliamentary election campaign in Norway. I investigate the campaign from a content, party and voter perspective by the means of (1) an extensive quantitative content analysis of parties’ and party leaders’ campaign posts on social media, (2) in-depth interviews with campaign professionals of the Norwegian parties and (3) an analysis of what “engagement” the content evoked by looking at engagement metrics.
My PhD project is a part of DigiWorld, a scientific collaboration network aiming to research and compare election campaign strategies in digital communication channels.
I am part of the "Elections, Values and Political Communication (EVPOC)" research group at NTNU.
Publications
2024
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Magin, Melanie;
Larsson, Anders Olof;
Skogerbø, Eli;
Tønnesen, Hedvig.
(2024)
Tapestries of Topics: Factors Affecting the Issue Diversity of Political Parties’ Social Media Campaigns.
Politics and Governance
Academic article
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Larsson, Anders Olof;
Tønnesen, Hedvig;
Magin, Melanie Andrea;
Skogerbø, Eli.
(2024)
Calls to (what kind of?) action: A framework for comparing political actors’ campaign strategies across social media platforms.
New Media & Society
Academic article
-
Magin, Melanie;
Larsson, Anders Olof;
Skogerbø, Eli;
Tønnesen, Hedvig.
(2024)
What makes the difference? Social media platforms and party characteristics as contextual factors for political parties’ use of populist political communication.
Nordicom Review
Academic article
2023
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Tønnesen, Hedvig;
Bene, Márton;
Haßler, Jörg;
Larsson, Anders Olof;
Magin, Melanie;
Skogerbø, Eli.
(2023)
Between anger and love: A multi-level study on the impact of policy issues on user reactions in national election campaigns on Facebook in Germany, Hungary, and Norway.
New Media & Society
Academic article
2021
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Tønnesen, Hedvig;
Reutter, Lisa Marie;
Magin, Melanie.
(2021)
Når alt vi gjør registreres og systematiseres: Stordata i hverdagen. .
Popular scientific chapter/article
Journal publications
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Magin, Melanie;
Larsson, Anders Olof;
Skogerbø, Eli;
Tønnesen, Hedvig.
(2024)
Tapestries of Topics: Factors Affecting the Issue Diversity of Political Parties’ Social Media Campaigns.
Politics and Governance
Academic article
-
Larsson, Anders Olof;
Tønnesen, Hedvig;
Magin, Melanie Andrea;
Skogerbø, Eli.
(2024)
Calls to (what kind of?) action: A framework for comparing political actors’ campaign strategies across social media platforms.
New Media & Society
Academic article
-
Magin, Melanie;
Larsson, Anders Olof;
Skogerbø, Eli;
Tønnesen, Hedvig.
(2024)
What makes the difference? Social media platforms and party characteristics as contextual factors for political parties’ use of populist political communication.
Nordicom Review
Academic article
-
Tønnesen, Hedvig;
Bene, Márton;
Haßler, Jörg;
Larsson, Anders Olof;
Magin, Melanie;
Skogerbø, Eli.
(2023)
Between anger and love: A multi-level study on the impact of policy issues on user reactions in national election campaigns on Facebook in Germany, Hungary, and Norway.
New Media & Society
Academic article
Part of book/report
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Tønnesen, Hedvig;
Reutter, Lisa Marie;
Magin, Melanie.
(2021)
Når alt vi gjør registreres og systematiseres: Stordata i hverdagen. .
Popular scientific chapter/article
Outreach
2024
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Academic lectureLarsson, Anders Olof; Tønnesen, Hedvig; Magin, Melanie Andrea; Skogerbø, Eli. (2024) Calls to (What Kind of?) Action: Political Actors’ Strategies on Three Social Media Platforms. International Communication Association (ICA) 74th Annual Conference of the International Communication Association (ICA) , Gold Coast, Australia 2024-06-20 - 2024-06-24
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Academic lectureMagin, Melanie; Larsson, Anders Olof; Skogerbø, Eli; Tønnesen, Hedvig. (2024) Tapestries of topics: Factors affecting the issue diversity of political parties’ social media campaigns. POLKOM-senteret POLKOM-mandag , Oslo 2024-03-18 -
2023
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Academic lectureTønnesen, Hedvig; Bene, Márton; Haßler, Jörg; Larsson, Anders Olof; Magin, Melanie Andrea; Skogerbø, Eli. (2023) Between Anger and Love. A Multi-Level Study on the Impact of Policy Issues on User Reactions in National Election Campaigns on Facebook in Germany, Hungary, and Norway. International Communication Association ICA 2023 , Toronto 2023-05-24 - 2023-05-29
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Academic lectureMagin, Melanie Andrea; Tønnesen, Hedvig; Larsson, Anders Olof; Skogerbø, Eli. (2023) Who’s afraid of populism? The strategic use of populist communication by Norwegian parties on social media during the 2021 election campaign. ECREA Political Communication Section / Weizenbaum Institute ECREA Political Communication Conference 2023 “Navigating the Noise: Effective Communication for Solving Political Problems” , Berlin 2023-08-31 - 2023-09-01
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Academic lectureLarsson, Anders Olof; Tønnesen, Hedvig; Magin, Melanie Andrea; Skogerbø, Eli. (2023) Informing, mobilizing and interacting – A cross-platform study of parties on social media during the 2021 Norwegian elections. ECREA Political Communication Section / Weizenbaum Institute ECREA Political Communication Conference 2023 “Navigating the Noise: Effective Communication for Solving Political Problems” , Berlin 2023-08-31 - 2023-09-01
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Academic lectureTønnesen, Hedvig; Bene, Márton; Haßler, Jörg; Larsson, Anders Olof; Magin, Melanie Andrea; Skogerbø, Eli. (2023) A Three-Country Study on the Impact of Policy Issues on Facebook Reactions. APSA - American Political Science Association APSA - American Political Science Association , Los Angeles 2023-08-31 - 2023-09-03
2022
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Academic lectureMagin, Melanie; Tønnesen, Hedvig; Larsson, Anders Olof; Skogerbø, Eli. (2022) Norwegian parties’ and party leaders’ issue ownership on Facebook and Instagram in the 2021 Norwegian parliamentary election campaign. Universitet i Stavanger Norsk medieforskerkonferanse 2022 , Stavanger 2022-10-13 - 2022-10-14
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Academic lectureLarsson, Anders Olof; Tønnesen, Hedvig; Magin, Melanie; Skogerbø, Eli. (2022) Parties, platforms and prioritizations – Party use of social media during the 2021 Norwegian elections. Norsk Medieforskerlag Norsk medieforskerkonferanse 2022 , Stavanger 2022-10-13 - 2022-10-14
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Academic lectureMagin, Melanie; Tønnesen, Hedvig; Larsson, Anders Olof; Skogerbø, Eli. (2022) Issue ownership in the 2021 Norwegian election: parties and candidates on Facebook and Instagram. Århus universitet ECREA 2022 - 9th European Communication Conference , Århus 2022-10-19 - 2022-10-23
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Academic lectureLarsson, Anders Olof; Tønnesen, Hedvig; Magin, Melanie; Skogerbø, Eli. (2022) Prioritizing platforms – detailing party engagement efforts during the 2021 Norwegian elections. Århus universitet ECREA 2022 - 9th European Communication Conference, Preconference on “Digital Election Campaigning Worldwide” , Århus 2022-10-19 - 2022-10-23
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Academic lectureMagin, Melanie; Larsson, Anders Olof; Tønnesen, Hedvig; Skogerbø, Eli. (2022) Who’s afraid of populism? The use of populist communication by parties and politicians on Facebook and Instagram during the 2021 Norwegian election campaign. Stockholm University Symposium "Democracy and Digital Disintegration: Actors, Platforms, Citizens" , Stockholm 2022-11-10 - 2022-11-10
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Academic lectureTønnesen, Hedvig. (2022) Campaign managers’ accounts of mobilization strategies on social media in the 2021 Norwegian election campaign . ECREA ECREA 2022 - 9th European Communication Conference , Århus 2022-10-19 - 2022-10-23
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Academic lectureTønnesen, Hedvig. (2022) Social media as strategic tools for mobilizing voters: Norwegian political parties’ strategies, perceptions, and use of social media in the 2021 election campaign. Norsk medieforskerlag Norsk medieforskerkonferanse , Stavanger 2022-10-13 - 2022-10-14
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Academic lectureTønnesen, Hedvig; Bene, Márton; Haßler, Jörg; Larsson, Anders Olof; Magin, Melanie; Skogerbø, Eli. (2022) Between anger and love: Comparing citizen engagement with party posts during election campaigns across three countries. Loughborough University The 8th conference of the International Journal of Press/Politics , Loughborough 2022-09-22 - 2022-09-23