In this paper I will attend to contemporary debates on E-campaigning from an in-depth study of a Swedish politician, Nina Larsson (the Liberal Party), who with the help of a PR- agency also conducted a campaign on social networking sites (Facebook, Twitter and and interactive campaign website) for re-election to the Swedish Parliament in the 2010 general elections. The aim of this paper is to contribute to the discussion on social networking sites and their potential for E-campaigning by broaden the analysis beyond perspectives of strategic political communication or deliberative democracy. The theoretical framework will focus on reflexivity and individualization in (digital) late modernity and the rationalities that follows. By analysing how Larsson used social networking sites in her election campaign, and having access to statistical data on the perceived importance of social networking sites for information gathering and opinion formation in 2010 elections in her constituency, this paper will conclude that E-campaigning on social networking sites is best used for negotiating and maintaing an attractive political identity through practices of reflexive updating and monitoring. However, as will be discussed in the paper, perceptions on what constitutes an attractive political identity differs between liberal politicians on the one side and the electorate on the other. And given the perceived insignificance of social networking sites among the voters, the paper will conclude that such sites are best used for negotiating and strengthening the position within the party hierarchy. The empirical data on Larsson is gathered qualitatively through a (n)ethnographic method, the data on the electorate is gathered quantitatively through a survey.
