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Marie Grusell

Senior lecturer

Marie Grusell
Senior lecturer
+46 31 786 4985

Postal Address: Box 710, 40530 Göteborg
Visiting Address: Seminariegatan 1B , 41313 Göteborg
Duties: Director of Studies, Media- and Communication studies

Journalism Media and Communication (More Information)
Box 710
405 30 Göteborg
Fax: +46 31 786 4950
Visiting Address: Seminariegatan 1 B , 413 13 Göteborg

About Marie Grusell

Marie Grusell got her PhD in 2008 with the thesis Advertising - an uninvited guest? The public's perceptions of advertising in morning paper and television.

Research Areas

Audience research, media and advertising, strategic communication, political communication is the research area she work within.

My research focus can be summarized under the theme:
Impact - under new conditions.

Active in three areas:

  1. Advertising and public opinion
  2. Strategic Political Communication
  3. Digital Media

Current Research Project

Not too narrow, not too wide- a study of the future of public service
A project undertaken as part of the Foundation for Broadcast media - Media Convergence (Project leader Professor Goran Bohlin). The project examines the conditions for the development of public service media in an era of convergence. The study will be reported in 2012 with the book "Not too narrow, not too wide -a study of the future of public service”.

2000s view of ads
A study funded by the TU to get deeper knowledge about how people relate to the daily press and the network's ads. During the early 2000s there has been a change in how people interact with advertisements. The project will study young peoples attituds and behavior with interviews and focus groups. The project will be reported 2012.

Strategic Political Communication
A key issue in comparative studies of political communication is whether the international trends in the form of professionalised political campaigns, fading party political allegiances among citizens and more independent media has an impact on the national level.

Theories on a general Americanization is today rejected by many leading scientists and the concepts of renewal or hybridization is generally considered more reasonable as theoretical starting points. What forms does this take in a national political communication systems?

Together with Professor Lars Nord we examines strategic political communication in the electioncampaignes 2009 and 2010.

The aim has been to illustrate how the Swedish political communication is influenced by changing trends. This has been investigated through a combination of repeated interviews with key players (party secretary / campaign managers) and survey studies. The project is reported regularly and will also be presented in Valrörelsebok 2013 (SNS).

Social media
In the context of digital media research, I also study social media. This part is a spin-off from the area of political strategic communication, but has evolved to become its own autonomous region.

In both the EU 2009 elections and parliamentary elections in 2010, I conducted research on how political parties use social media (Twitter) in its communication with the voter.

Main results show that the party political communication via Twitter mostly consists of monologue than dialogue. The results also showed that the party leaders who were active on Twitter, has a more dialogue-oriented approach in their communication. Results is presented in conferens paper.


 Teach courses in methods.


Collaborate with Professor Lars Nord and DEMICOM.


Search the university image database for more photos. (Search on the name or on JMG).

Latest publications

”EU-valet var mest av allt 28 nationella val”.
Marie Grusell, Lars Nord, Nicklas Bolin, Kajsa Falasca
DN Debatt 13 juni, Newspaper article 2019
Newspaper article

"The whys of political party professionalization: Experiences from a decade of inside information exchange with party campaign managers in Sweden"
Marie Grusell, Lars Nord
Paper presented at Political Communication Research Section for presentation at the annual conference of the International Association for Media and Communication Research, IAMCR 2019, in Madrid, Spain from 7 to 11 July 2019., Conference contribution 2019
Conference contribution

“Intimate Instagram: Pictures of Swedish political party leaders in the national election campaign 2018”
Marie Grusell, Lars Nord
Paper presented at Political Communication Research Section for presentation at the annual conference of the International Association for Media and Communication Research, IAMCR 2019, in Madrid, Spain from 7 to 11 July 2019., Conference contribution 2019
Conference contribution

Instagram – det nya svarta?
Marie Grusell, Beata Jungselius
Snabbtänkt. Reflektioner från valet 2018 av ledande forskare, Sundsvall, Demicom, MIUN, Chapter in book 2018
Chapter in book

Arbetet med målgrupper blir allt viktigare
Marie Grusell
Snabbtänkt: Reflektioner från valet 2018 av ledande forskare, Sundsvall , DEMICOM, Chapter in book 2018
Chapter in book

Snabbtänkt Reflektioner från valet 2018 av ledande forskare
Marie Grusell, Lars Nord, Niklas Bolin, Kajsa Falasca
Sundsvall, DEMICOM, MIUN, Edited book 2018
Edited book

”De partier som tänker nytt kommer att vinna valet 2022”
Marie Grusell, Lars Nord, Niklas Bolin, Kajsa Falasca
Dagens nyheter, Newspaper article 2018
Newspaper article

Sociala medier i svenska medierörelser.
Marie Grusell
När makten står på spel – journalistik i valrörelser., Stockholm, Institutet för mediestudier , Chapter in book 2017
Chapter in book

Showing 51 - 58 of 58


Smygreklamen tänjer våra etiska gränser
Marie Grusell
Göteborgs posten den 20/10 2008, Magazine article 2008
Magazine article


Advertising? Yes Please,But Only When It’s My Choice.
Marie Grusell
Journal of Media Business Studies., Journal article 2007
Journal article


Ja till reklam - men bara när ja själv får välja!
Marie Grusell
Weibull, Lennart och Holmberg, Sören (red) Du stora nya värld. Göteborg: SOM-institutet, Göteborgs universitet, Göteborg, Chapter in book 2006
Chapter in book


Attityder till mediernas reklam
Marie Grusell
Nypressat. Ett kvartssekel med svenska dagstidningsläsare, Göteborg, Dagspresskollegiet vid Göteborgs universitet, Chapter in book 2005
Chapter in book

Svenskarnas inställning till reklam.
Marie Grusell
I Weibull, Lennart och Holmberg, Sören (red) Lyckan kommer, lyckan går. Trettio kapitel om politik, medier och samhälle. Göteborgs universitet. SOM-rapport nr 36., Göteborg, Chapter in book 2005
Chapter in book

Showing 51 - 58 of 58

Page Manager: Cajsa Malmström|Last update: 11/1/2017

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Utskriftsdatum: 2020-06-06