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

Abstract: 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.