Individen – medborgare eller konsument?

Abstract: The aim of this essay is to explain which conditions may lay behind the emergence of the political consumer, focusing on globalization, individualism and the increase of consumerism as a result of the rise of global political issues such as climate change. Thereafter, the portrayal of this transition will be investigated in Swedish media by comparing debate articles considering environmental and climate issues, with a time difference of three decades. The method being used consists of an ideal type analysis where two archetypes have been created; the globalist, market orientated and individual Consumer and the nation-state bounded, parliamentary orientated and collectively minded Citizen. The result of this analysis will suggest that a difference can be spotted between these years, where the media portrayal has made more room for the Consumer. The conclusion is based on the emerging of a more frequent questioned consumption as well a more distinctive global perspective followed by a rising request of non-state, transnational and international governance.