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While the study of online political communication provides several different perspectives, few studies have attempted to uncover tendencies of so-called permanent campaigning in online environments. The term signifies campaign-like activities at the hands of politicians also during non-election periods and has spawned a number of conceptual discussions. This article presents an exploratory effort, studying traces of permanent campaigning in two similar countries\u2014Norway and Sweden. As the former of these countries underwent a parliamentary election during the studied period, the study provides insights into \u201cthe election effect\u201d\u2014heightened levels of online activity among the Norwegian parties and politicians that can perhaps best be understood in relation to an ongoing election.<\/jats:p>","DOI":"10.1177\/1461444814538798","type":"journal-article","created":{"date-parts":[[2014,6,18]],"date-time":"2014-06-18T00:33:39Z","timestamp":1403051619000},"page":"274-292","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":103,"title":["Online, all the time? A quantitative assessment of the permanent campaign on Facebook"],"prefix":"10.1177","volume":"18","author":[{"given":"Anders Olof","family":"Larsson","sequence":"first","affiliation":[{"name":"University of Oslo, Norway"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2014,6,17]]},"reference":[{"key":"bibr1-1461444814538798","doi-asserted-by":"publisher","DOI":"10.1080\/13691180802282720"},{"key":"bibr2-1461444814538798","doi-asserted-by":"publisher","DOI":"10.1002\/1944-2866.POI327"},{"key":"bibr3-1461444814538798","volume-title":"The Permanent Campaign: Inside the World of Elite Political Operatives","author":"Blumenthal S","year":"1980"},{"issue":"2","key":"bibr4-1461444814538798","first-page":"37","volume":"44","author":"Bruns A","year":"2011","journal-title":"Communication, Politics & 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