Nya Moderaternas retorik i det postmoderna tillståndet

Sammanfattning: This thesis explores the renewal process within the Moderate Party from a postmodern perspective, focusing on epideictic rhetoric and theories of pseudo-events. By analyzing the party's strategic repositioning and communication methods, the study examines how the Moderates reshaped their public image and relationship with the electorate. Utilizing examples from political statements and internal documents, the thesis demonstrates how staged events and media appearances were used to direct public discourse. It also highlights how this renewal work contributed to shaping the party's identity and strategy in an era characterized by the increasing significance of media and image-focused political communication. This study thereby contributes to a deeper understanding of the nature of contemporary political communication and its effects on democratic processes and political engagement.