Background

Politics in some ways has always been about communication and marketing. In Sweden some people believe that communication and meaningful relations with the voters are of no value, instead it is the political content that is of importance. Media evolution has changed the conditions of political marketing; this has meant that the choices of the right communication channels in political marketing have become more important today than ever. Political competition in Sweden has become more even in recent years, this has called for political communication and marketing to be more planed and well thought out. Political parties have therefore begun to spend millions on marketing themselves. A part of their reasons in doing so is to get a public opinion feedback then after adopt their message accordingly. Despite the parties efforts a report from the Youth committee indicates that first time voters are more likely to be influenced by their parents' political understanding. The same report shows that voting among youth has steadily continued to decline during the past two parliamentary elections. In order for democracy to function the youth need to feel like they are a part of society regardless if they want to get involved in politics or not.

Problem

What factors are important in order for political parties to reach out to the age group of 18 to 23 year olds?

Purpose

The purpose of this research study is to analyse and evaluate the factors that are important when youth by the age of 18 to 23 years are going to vote for a political party. This study is also going to evaluate and analyse the marketing strategy of three political parties, The Social Democrats, The Moderats and The Centre Party.

Methodological framework

We used two qualitative methods in this study, interviews and a poll survey. The first method we interviewed the three political parties and in the second method we conducted a poll survey among the youth age group that we presented above in the purpose chapter. We then compared both methods to come to our conclusion.

Theory

The theory reference ram serves as a foundation in order to analyse and evaluate the factors that are important when this age group is going to vote for a political party. It also enables us to evaluate and analyse political parties marketing strategies. In this chapter we present the different variables that were used to measure and compare the age groups' view on politics and also measure party marketing strategy.

Results

Marketing strategy that is been use by the three parties towards the target group is not the right one. The target group wants to see a change in politic.

Conclusion

Right communication channels during marketing a product are to be recommended. The three parties have chosen the right channel, which is the Internet. Parties should introduce new thinking in their party programmes, also the message that is being brought forward should be closely reflected before aimed at an age group. Parties should also be clearer in their views.