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Contructing the "New Moderates" - a case study in political communication

In this thesis, the“NewModerates” communications strategy used by The Moderate Party and the representation of social practices and social conditions by Alliance for Sweden-coalition in the 2006 and 2010 Swedish election campaigns are analyzed.The campaigns are placed in the context of current research on modern political communication and analyzed through Fairclough´s Critical Discourse Analysis framework.The results indicate that The Moderate Party wanted to encourage voters to reassess their opinion of the party through the “NewModerates”-strategy, by indicating considerable changes in their policies.Official guidelines for which discursive and social practices should be utilized in party communication to achieve these goals were issued.The Moderate Party positioned themselves against The Social Democratic Party, partially by referring to themselves as the “new worker’s party” of Sweden.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-80535
Date January 2012
CreatorsLundh, Daniel
PublisherStockholms universitet, Institutionen för mediestudier
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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