Political campaign communication in Sweden: change, but not too much

This article discusses the development of election campaign communications in Sweden. The article analyzes whether political campaign communication in Sweden is heavily influenced by international trends, and if some distinctive national features still prevail. The mixture of liberal and social responsibility media system traditions in the Swedish society is used as a theoretical point of departure. Additionally, empirical data from the latest Swedish national elections on party communi- cation, media coverage and web communication are presented and new communication trends are analyzed.