Keyword – Sweden

Hegedüs, Márk – Szegedi, Péter – Bodor, Ákos:

Scandinavian Hell

In this study, we systematically analyse the representation of Sweden in the Hungarian media based on a qualitative analysis of written content published in Hungarian online media over the past five years. Our findings suggest that the media coverage of Sweden in the Hungarian media is dominated by a strong and dynamic negative narrative, portraying the Scandinavian country as a fragmented and unliveable society. This interpretation is predominantly represented in public media and pro-government media outlets. Media supported by opposition parties convey a much weaker but contrasting narrative, also presented in a simplified manner. Hence, truly complex information is provided only by independent outlets. Regarding the overall operation of the media, it is safe to suggest that topics are dictated by pro-government outlets, with narrative construction always starting with them, while other news organisation merely respond to this in various ways.

Keywords: Hungary, media analysis, political polarization, Sweden