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On the other hand, differences in the political systems, the media systems and the
electorates actually oppose the thesis of ‘Americanisation’. A multiparty-based,
parliamentary democracy with a proportional electoral system and with strong
traditions of public service media and partisan interests among citizens is not easily
adaptable to American practices (Hallin & Mancini, 2004). The similarities that have
appeared between Sweden and the US are thus probably better explained by a more
general modernisation of communication practices taking place in all advanced
democracies due to similar technological and sociological developments in each
country (Swanson & Mancini, 1996; Negrine & Papathanassopoulos, 1996; Nord,
2001a).

It is reasonable to describe Sweden as a country where professionalisation of political
communication has taken place, but a somewhat ‘lighter’ version has been adopted
than in other comparable countries. The parties have more people working with
communication issues than ever before and most modern practices in political
marketing are used, especially during election campaigns. However, the parties are still
characterised by a value-based or ideological organisational structure. The campaign
party has not as yet replaced the party of ideas or the issue party, but all parties are
gradually becoming more market-oriented and more professionalised. A similar party
trend is also well documented in the neighbouring Nordic countries of Denmark and
Norway (Heider & Svåsand, 1994; Jönsson & Larsen, 2002). An apposite term for this
development is perhaps ‘hybridisation’, meaning a development in political
communication where different national systems show both converging and diverging
trends in communication practices (Plasser & Plasser,2002).

There are several reasons why this process has not kept pace with current changes in
The Professionalisation of Political Communication
domestic political culture and conditions of opinion formation:
First of all, Sweden has a multiparty political system and a basically proportional and
party-based electoral system. Thus a possible global diffusion of American campaign
and marketing techniques based upon a two party system and candidate-centred first-
past-the-post electoral system is less likely to occur.

Secondly, the political parties still thrive on party platforms and action programmes in
their campaign activities, while officially they are playing down political marketing
practices because of the negative attitudes among party members. Most parties were
founded as popular movements and this has probably encouraged a non-professional
party ‘self-image’ in Swedish political culture. Political professionalisation in such
political systems develops closer to party structure and environment (Mancini,1999).

Thirdly, the special rules regarding televised politics exacerbates this situation.Usually, a
great deal of professional competence is required in the production of political
advertisements for TV and for party broadcasts. As these phenomena do not exist here,
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