The purpose of the thesis is to examine the political material published before the parliamentary elections 2018 from two party leaders who were competing for the prime minister's role in 2018. Stefan Löfven and Ulf Kristersson are the two political actors who present themselves and  their party for the parliamentary elections in 2018. The two social media that has been selected are Facebook and Instagram, which at the time of the study were the most widely used around the world. This study use Aristotle's philosophy about the rhetoric’s ethos, logos and pathos and Walter Lippman's research on agenda theory. These two theories explain that people communicate through different rhetorical arguments and agendas, especially in political communication where the goal is often to convince the people what the society looks like. The goal is to gain their trust for the election. The survey shows that this indeed is used by both Löfven and Kristersson, though in different ways. The differences may be different due to the high probability of party leaders ahead of the parliamentary elections. Löfven is already prime minister and is running for second term, while Kristersson is newly elected party leader and new candidate to become Sweden's prime minister. What became surprising during the study was to see how they both benefit from using ethos, logos and pathos in a way that truly represent the party’s political statements. The conclusion that can be drawn from the results is that during the parliamentary elections 2018 Kristersson focused on sending a more persuasive message that the Moderates are the obvious choice and through his ways of painting the reality sent a signal that he, as the future party leader, is fully ready to responsible address Sweden. Löfven, on the other hand, focused on to channel a more relaxed presentation of himself as well as a message aimed to the working class in society. Much of his speech consisted of his proximity to the people and understanding of their everyday problems.