Media and politics in Sweden

Abstract

This chapter introduces political communication in Sweden with a particular focus on the most important developments during the last decade, and we discuss current main actors and structures and the dynamic interplay between voters, politics, and media. Important changes are taking place with regard to the party system, the media system, and voter behaviour, and the current transformations have various causes. On the supply side, no part of the Swedish society is untouched by the new opportunities offered by digitalisation and new media technology. The hybrid media system parallels news media and social media and blurs the lines between information and entertainment. Mass media companies converge to platform neutral digital media companies, and political parties navigate between traditional and digital communication channels in their efforts to reach voters. On the demand side, new media habits and media diets develop, more individual and fragmented than ever before.

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