ABSTRACT
The 2006 Swedish election campaign might prove to be historical. This was the first time that the four center and right-wing parties had entered into an “Alliance for Sweden,” whose purpose was to oust the Social Democrats from power. This was partly the result of the Moderates—traditionally a conservative party—transforming itself into “The New Moderates,” thus following in the footsteps of the British Labour Party. The Alliance parties duly won the election. This was the first time since 1991, and only the fourth time since the 1930s, that the Social Democats did not form the government. Finally, this was the first election when political advertising on TV was allowed in Sweden, although only on some niche channels.
