Från gammalt högerspöke till nytt arbetarparti : De nya moderaternas politiska kommunikation under valrörelsen 2006

Sammanfattning: Abstract Title: From old rightwing-ghost to the new labour party – The new conservatives political communication during the Swedish election 2006 Authors: Pontus Caresten Aim: The aim of the essay is to study how the conservative party communicated during the election campaign in 2006. I wish to find out how political parties work in todays society and how the communication has changed over time. To get relevant results I will also see how the theories and empirics interact. The purpose is further to illustrate the new conservatives’ campaign work from a senders point of view. Method/Material: I have chosen a qualitative method which consists of three interviews with relevant key persons. I also did an content analysis of the campaign material. In order to carry out the empirical study I chose to depart from existing theories and compare these with the empirics. Main results: The new conservatives have altered their political communication to fit todays society, and the market is increasingly important. The conservatives have gone though a major internal change since Fredrik Reinfeldt was elected to be head of the party. Today, the conservatives campaign work is professional and the party uses external experts to maximize the efficiency of the communication. Number of pages: 38 Course: Media- and communication studies C University: Division of Media and Communication, department of information science, Uppsala University, Period: HT 2006 Tutor: Lowe Hedman Keywords: Political communication, political marketing, election campaign