Normalizing Government Social Media Communication: A Swedish Case Analysis

Abstract

Social media is transforming how political power is exercised through communication, functioning both as a critical resource and as a catalyst for institutional adaptation in executive government. This article examines how social media is integrated into government communication, distinguishing between two dimensions: structure and process. Drawing on a literature review and a case study of Sweden - based on interviews with government press secretaries/media advisers and analysis of official documents - we develop a theoretical logic in which resources act as a causal mechanism driving the normalization of social media. We conceptualize this process as operating through two pathways: adaptation to new communicative requirements and the combination of different media, here termed strategic complementarity. The findings show that social media has become an embedded element of government communication, steadily reshaping routines, professional roles, and the balance between traditional and digital channels. This study contributes to understanding how governments manage hybrid media environments and highlights the underexplored role of social media as a potential driver of power redistribution.