Abstract

Great expectations surfaced in the build up to the 2011 Danish parliamentary election campaign, with blunt predictions such as: “We will experience a digital revolution in the election campaign” (Lotte Hansen, PR consultant and former spin doctor, in Andreassen, 2011, para. 1). These predictions were expressed following a phase of fast adaption to the digital age. The Internet penetration and Facebook usage in Denmark was among the highest in the world (Internet World Stats, 2012; Socialbakers, 2012).