It is often pointed out in political socialisation research and theory that the mass media play a crucial role in the development of political attitudes and understanding among adolescents. In Norway, the leading public broadcasting and the editors in the major newspapers developed a joint campaign in order to get out the young votes before the elections in 2013. The campaign represented new methods of presenting the message compared to traditional school based activities (films, music, celebrities). But did it represent something different in terms of the motivation it tried to establish? What reasons and incentives for voting did it present? The proposed paper will discuss the media campaign in this theoretical framework, and ask whether such media campaigns represent something different in terms of motivation for voting as compared to the main ideas developed in school based political education.
