The election poster persists despite digital development
Although political debate in Sweden is increasingly moving to the internet and social media, traditional election posters still play an important role. Many experts believed that physical posters would disappear as digitalization progressed, but that has not been the case.
Bengt Johansson, a professor of political communication, believes that election posters have a unique function in the public space. They serve as a visual reminder to voters as they move through cities and communities. The posters create a sense that an election is actually approaching, which is harder to achieve through digital advertisements alone.
Another advantage of election posters is that they reach all citizens, even those who are not active on social media or who do not follow the news cycle daily. They act as a democratic symbol that makes the various parties visible in a concrete way in the everyday environment.
In summary, the development shows that the physical and the digital can exist side by side. Even though parties are investing significant resources in digital marketing, the election poster will likely remain a part of the Swedish streetscape for a long time to come.