TURNING TO POPULISM. A Qualitative Content Analysis If, When and How The Social Democrats and Moderate Party have adapted to populist communication

Abstract

This thesis analyzes the possible development of the Social Democrats and Moderate Party and if these have adapted toward a more populist communication. This is achieved by taking the existing research on political competition, when and how parties adapt, and combine with the theoretical framework on populist communication by Jagers and Walgrave (2007). By comparing the two parties and using qualitative content analysis, the empirical material consists of speeches from Almedalen stretching from 2012 to 2021. The results show that while there were some populist tendencies. The Social Democrats hadn’t adapted toward populist communication. This did both correspond with and against the previous research. In contrast, The Moderate Party had turned toward a more populist communication. It corresponded with the factors facilitating party change as suggested by the study, in 2016 after electoral loss and change of party leader. Furthermore, this thesis hasn’t just showcased the development of the two biggest political parties in Sweden but also that the factors facilitating a shift in policies can explain a change in communication.