ABSTRACT
Political advertising has a long history in Swedish election campaigns. When political communication is addressed in Sweden, both scholars and party representatives point out that journalist-controlled media is seen as the most important channel in election campaigning. Posters and newspaper ads have been a recurrent phenomenon since the breakthrough of the modern Swedish democracy at the beginning of the 20th century and are significant features of the election campaigns. In terms of media and politics, Sweden belongs to what D. C. Hallin and P. Mancini call the Democratic Corporatist model. The traditional press has been under pressure because circulation and advertising revenues have fallen quite dramatically due to the digitalization of media use and the advertising market. In the course of development over time, Sweden, as well as other Nordic media systems, can be characterized as a hybrid of the Democratic Corporatist and the Liberal Media models.
