Exploiting Sociocultural Issues in Election Campaign Discourse: The Case of Nyans in Sweden

Abstract

The Swedish far-right party, the Sweden Democrats (SD), came to power in 2022 and is currently the second-largest party in the Swedish Parliament, the Riksdag. While it has been propagandizing an anti-migrant discourse, another newly founded party has been producing a counter-discourse. The newly created Nyans party claims to represent migrants and minorities in Sweden. However, its discourse uses controversial issues that could potentially misrepresent those communities. Our study aimed to analyze Nyans’ Facebook posts published in the month leading up to the 2022 elections. Through our analysis process, which lasted from January to August 2023, we applied a critical discourse analysis approach to uncover the relationship between sociocultural issues and their social, political, and ideological contexts. The results reveal that Nyans’ discourse focused on opposing left-wing parties and aligned itself with the far-right. The discourse aligned with misinformation campaigns on social media when addressing sociocultural issues. These issues include the childcare law, the burning of the Qur’an, and the veil, which are pertinent to a particular perspective in the Muslim community and do not necessarily represent immigrants or minorities.