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Contructing the "New Moderates" - a case study in political communication
Stockholm University, Faculty of Humanities, Department of Media Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In this thesis, the“NewModerates” communications strategy used by The Moderate Party and the representation of social practices and social conditions by Alliance for Sweden-coalition in the 2006 and 2010 Swedish election campaigns are analyzed.The campaigns are placed in the context of current research on modern political communication and analyzed through Fairclough´s Critical Discourse Analysis framework.The results indicate that The Moderate Party wanted to encourage voters to reassess their opinion of the party through the “NewModerates”-strategy, by indicating considerable changes in their policies.Official guidelines for which discursive and social practices should be utilized in party communication to achieve these goals were issued.The Moderate Party positioned themselves against The Social Democratic Party, partially by referring to themselves as the “new worker’s party” of Sweden.

Place, publisher, year, edition, pages
2012. , 133 p.
Keyword [en]
political communication swedish politics critical discourse analysis
National Category
Social Sciences
URN: urn:nbn:se:su:diva-80535OAI: diva2:556303
2012-08-27, 10:00 (English)
Social and Behavioural Science, Law
Available from: 2013-08-14 Created: 2012-09-24 Last updated: 2013-08-14Bibliographically approved

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