Analoga möten i en digital tid - En kartläggning av Socialdemokraternas och Moderaternas dörrknackningskampanjer under 2014
2014 is a special year in Sweden: for the first time elections to the European parliament and the national elections coincides, creating a"Super election year". This year has also seen the rebirth of an old way of campaigning: door-to-door canvassing. For the first time in 50 years the two biggest political parties, the Social Democrats and the Moderate Party, have decided to create a campaign based on personal meetings with the voters in their own home. To investigate this old-new way of campaigning, this study presents an overview of the history of door-to-door canvassing in Sweden and the research in political marketing associated with the phenomena. Based on that, a new model is constructed to help analyze and map the Swedish canvassing-campaigns. The model is then used to analyze material based on interviews conducted with leading representatives from the political parties, at both a national and municipal level. This results in a mapping and analysis of the parties´ strategies behind the canvassing, as well as the execution of those strategies. In a marketing field that in a Swedish context still has not been thoroughly investigated, this study offers a snapshot of the build-up phase of a re-emerging campaign method: analogue meetings in a digital age.