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