Normalized in the public sphere : A quantitative content analysis and a qualitative framing analysis of the media coverage surrounding The Sweden Democrats from 2005 to 2021.

Sammanfattning: A sudden rise in right wing parties has occurred throughout Europe, and this is no exception in Sweden. The Sweden Democrats have gone from a small, extremist party with founders who have roots in nazism and fascism, into the third largest party in Sweden. This study have analyzed articles from 2005, 2006, 2013, 2014, 2018 and 2021 in two of the biggest newspapers in Sweden, Aftonbladet and Expressen in order to discover patterns in media material that showcases how traditional and established media outlets such as the ones mentioned have changed, or not changed, their coverage surrounding The Sweden Democrats. The aim of the study is to analyze the apparent normalization of The Sweden Democrats through frames such as labeling, tonality and topics present in news articles from Aftonbladet and Expressen throughout their rise to power.The research questions were: Quantitative research question: - Has The Sweden Democrats been normalized in Aftonbladet and Expressen from 2005 to 2021 based on labeling, topic and tonality? If so, how? Qualitative research question:- What is the discourse(s) and frames surrounding The Sweden Democrats in Aftonbladet and Expressen in the consecutive years? In order to answer the quantitative research questions, and to fulfill the aim of the study, a content analysis was first done in a large number of articles throughout the years. In order to answer the qualitative research questions, a framing analysis with purposive sampling followed the content analysis, in order to take a closer look into the frames and discourses present in the material throughout the years. The findings of the study showed that there has been a shift in tonality, topics and labeling throughout the years. The findings showcased that the party in the beginning were labeled as extremists, while gradually becoming labeled as neutral and eventually established in the later years. This showcased a normalization of the party in the media throughout their rise in power.