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Make EU Lagom Again: En kvalitativ studie över populism som ett kommunikativt fenomen i en svensk valrörelse

Svensson, Ludwig LU and Magnusson, Mickey LU (2019) SKOK11 20191
Department of Strategic Communication
Abstract
This is a qualitative study on the strategic communication that Kristdemokraterna use in their campaign for the European parliament 2019, Make EU Lagom Again from a perspective on populism as a political communication style. This in order to expand the knowledge on how populism as a communicative phenomenon can be understood in the context of Swedish politics. The study is based on a critical rhetorical analysis and textual analysis on speeches and posts on the party’s Facebook-page during the campaign. The theoretical framework is based on theories connected to the field of strategic communication, theories on populism as a communicative phenomenon, as well as the mediatization of politics and media logics. The results from our study... (More)
This is a qualitative study on the strategic communication that Kristdemokraterna use in their campaign for the European parliament 2019, Make EU Lagom Again from a perspective on populism as a political communication style. This in order to expand the knowledge on how populism as a communicative phenomenon can be understood in the context of Swedish politics. The study is based on a critical rhetorical analysis and textual analysis on speeches and posts on the party’s Facebook-page during the campaign. The theoretical framework is based on theories connected to the field of strategic communication, theories on populism as a communicative phenomenon, as well as the mediatization of politics and media logics. The results from our study shows that it is possible to find elements of populist rhetoric in the party’s communication, and it is mostly containing elements of anti-establishment and references to the people in their strategic communication. The analysis shows that Kristdemokraterna use central elements in a populist communication style where references to the people is in focus. The reality’s people, heart-lands and the average Swedes are examples of how the party use these elements in their strategic communication towards its audience. This makes the question of the mediatization of politics more concerning as to how the future of the Swedish political communicative sphere will be. (Less)
Abstract (Swedish)
Detta är en kvalitativ studie över den strategiska kommunikation som Kristdemokraterna använder sig av i deras valkampanj inför valet till Europaparlamentet 2019 Make EU Lagom Again utifrån ett perspektiv på populism som en kommunikations-stil. Detta för att öka förståelsen för hur populism som ett kommunikativt fenomen kan förstås i en svensk politisk kontext. Studien baseras på en kritisk retorisk analys och textanalys över tal och inlägg på partiets Facebook-sida under valrörelsen. Det teoretiska ramverket präglas av teorier kopplat till forskningsfältet strategisk kommunikation, teorier kring populism som ett kommunikativt fenomen samt medielogik och medialisering. Resultaten visar att det går att hitta element av populistisk retorik... (More)
Detta är en kvalitativ studie över den strategiska kommunikation som Kristdemokraterna använder sig av i deras valkampanj inför valet till Europaparlamentet 2019 Make EU Lagom Again utifrån ett perspektiv på populism som en kommunikations-stil. Detta för att öka förståelsen för hur populism som ett kommunikativt fenomen kan förstås i en svensk politisk kontext. Studien baseras på en kritisk retorisk analys och textanalys över tal och inlägg på partiets Facebook-sida under valrörelsen. Det teoretiska ramverket präglas av teorier kopplat till forskningsfältet strategisk kommunikation, teorier kring populism som ett kommunikativt fenomen samt medielogik och medialisering. Resultaten visar att det går att hitta element av populistisk retorik hos partiets kommunikation, och det består främst av anti-etablissemangselement och referenser som berör folket i deras strategiska kommunikation. Analysen visar på hur Kristdemokraterna använder sig av centrala element i en populistisk kommunikationsstil där referenser till folket står i fokus. Benämningar som verklighetens folk, hjärtelandet och snittsvenskarna är exempel på hur partiet strategiskt kommunicerar med sin publik. Detta gör att frågan om medialiseringen av politiken blir allt mer påtaglig för hur framtiden för det politiska klimatet i Sverige kommer att yttra sig. (Less)
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author
Svensson, Ludwig LU and Magnusson, Mickey LU
supervisor
organization
course
SKOK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
populism, political communication, mediatization, Kristdemokraterna, EU, the people, populist communication, anti-establishment, heartlands
language
Swedish
id
8979343
date added to LUP
2019-06-11 16:05:20
date last changed
2019-06-11 16:05:20
@misc{8979343,
  abstract     = {This is a qualitative study on the strategic communication that Kristdemokraterna use in their campaign for the European parliament 2019, Make EU Lagom Again from a perspective on populism as a political communication style. This in order to expand the knowledge on how populism as a communicative phenomenon can be understood in the context of Swedish politics. The study is based on a critical rhetorical analysis and textual analysis on speeches and posts on the party’s Facebook-page during the campaign. The theoretical framework is based on theories connected to the field of strategic communication, theories on populism as a communicative phenomenon, as well as the mediatization of politics and media logics. The results from our study shows that it is possible to find elements of populist rhetoric in the party’s communication, and it is mostly containing elements of anti-establishment and references to the people in their strategic communication. The analysis shows that Kristdemokraterna use central elements in a populist communication style where references to the people is in focus. The reality’s people, heart-lands and the average Swedes are examples of how the party use these elements in their strategic communication towards its audience. This makes the question of the mediatization of politics more concerning as to how the future of the Swedish political communicative sphere will be.},
  author       = {Svensson, Ludwig and Magnusson, Mickey},
  keyword      = {populism,political communication,mediatization,Kristdemokraterna,EU,the people,populist communication,anti-establishment,heartlands},
  language     = {swe},
  note         = {Student Paper},
  title        = {Make EU Lagom Again: En kvalitativ studie över populism som ett kommunikativt fenomen i en svensk valrörelse},
  year         = {2019},
}