The media image of Sweden 2024

Sweden joining NATO marked the beginning of the year

Sweden's NATO membership formed a significant part of the media image in 2024. Sweden's entry into the alliance was among the most highly publicized media events during the year, in both news media and social media. Interest in Sweden's accession to NATO was global, with extensive reporting in countries such as the USA, Turkey, Russia, Germany, and Ukraine.

Sweden's accession to NATO marked the culmination of a two-year process. Sweden’s government decided to apply for membership in May 2022, and by March 2024 Sweden had formally joined the alliance. It was also in connection with the announcement that the greatest attention on the issue was noted.
The year began with the Turkish parliament ratifying Sweden's application, followed by Hungary's approval later, during the winter. This led to extensive media interest, particularly in Turkish media.

On the day Sweden became a member, congratulations and statements were received from several world leaders, including Joe Biden and Volodymyr Zelensky. Significant reporting also occurred on 11 March, when an official ceremony took place, and Sweden's flag was raised at the NATO headquarters.

The media reporting focused partly on the historical process surrounding Sweden's application, and partly on analyses of how Sweden can contribute to the alliance – and what role Sweden's non-alignment has played from a historical perspective. Russian media frequently reported that Sweden's NATO membership was a threat to Russia, and reporting on Sweden's defence was frequent throughout the year.

In social media, the focus was on NATO's geographical expansion around the Baltic Sea and new opportunities for regional defence arising from cooperation between Sweden and neighbouring countries. Discussions also centred on Sweden's contributions to NATO through military technology, such as the advanced Archer weapon system and the JAS Gripen fighter aircraft.

Following Sweden's entry into NATO, reporting on Sweden and NATO significantly decreased but it has not ceased entirely. Sweden's first participation as a full member at the NATO summit between 9 and 11 July 2024 generated new international media coverage.
On 16 September, it was also noted that Sweden and Finland announced Sweden's ambition to lead NATO's forward presence in Finland, known as the Forward Land Forces.

Focus on Swedish defence and security

Other events related to Sweden's security situation and neighbouring region have also been prominent in the media portrayal of Sweden during 2024.

‘Society and defence’ conference

Early in the year, statements from the ‘Society and defence’ conference held between 7 and 9 January were highlighted, featuring speakers such as Commander-in-Chief Micael Bydén and Carl-Oskar Bohlin, Minister for Civil Defence.

International media particularly took note of the expression ‘there could be war in Sweden’, which many considered to be of particular significance in the Swedish context of long-term peace.

Nord Stream gas pipelines and damaged cables

The preliminary investigation into the detonations at the Nord Stream 1 and 2 gas pipelines was closed, which became major international news around February 7.

When two submarine cables for internet traffic were damaged in the Baltic Sea in November, including the BCS East-West Interlink between Sweden and Lithuania, it also resulted in a large number of publications.

‘In case of crisis or war’ brochure

Around the same time as the articles about the damaged cables, international media noted that the brochure ‘In case of crisis or war’ had been distributed to Swedish households by the Swedish Civil Contingencies Agency (MSB). The brochure was perceived to be linked to the ongoing war in Ukraine and a deteriorating security situation in Sweden's vicinity.

Support for Ukraine

Sweden's support for Ukraine has been internationally recognized to varying extents throughout the year. Ukrainian media has extensively reported on Sweden's support. Internationally, Sweden's 16th military aid package on 29 May was particularly noted, being described as the largest of its kind from Sweden to Ukraine since Russia's full-scale invasion began.

Prisoner exchange between Sweden and Iran

International media also highlighted the prisoner exchange between Sweden and Iran on 15 June 2024. The exchange received extensive global attention in both news media and social media. Over the four days following the exchange, more than 60,000 publications were noted in several languages, with significant focus on the platform X and in Persian news channels. News coverage primarily revolved around Hamid Noury, who had previously been sentenced to life imprisonment in Sweden. Discussions were focused on the political and legal aspects of the exchange. Several users on X described the exchange negatively and as immoral. Meanwhile, a more neutral tone was observed from news media in countries such as the USA, the UK, and Türkiye, while Iranian news media were generally positive about the exchange.

Statement on Islam from Ebba Busch

On X, a statement from Ebba Busch, Minister for Energy, Business and Industry, that Islam should be practiced in a way that is ‘compatible with Swedish values’ attracted a lot of attention. The statement was posted in May and gained international traction in August, with posts from users worldwide discussing and often expressing support for her position.

A later statement with a similar message also received wide circulation, especially in Arabic- and Turkish-language news media. Al Jazeera featured a segment linking her remarks to previous Qur’an burnings in Sweden and to a broader discussion on Islamophobia in Europe.

Al Jazeera’s documentary

In conjunction with the launch of Al Jazeera's media channel, Al Jazeera 360, a three-part documentary series titled ‘Behind Closed Doors’ was released, addressing the care of children in several countries.

The documentary highlighted various European countries, with a significant portion focusing on cases related to Sweden's legal system, particularly the LVU – The Care of Young Persons (Special Provisions) Act. Sweden's social services were scrutinized, but the documentary's content had limited impact in the news flow.

Crime is drawing attention

Gang-related and other serious crime in Sweden continue to be a topic of interest, particularly in neighbouring countries such as Finland, Denmark, Norway, and Germany. This interest also extends to more distant countries, including the USA. Throughout the year, reports have included news that the Swedish Security Service stated that Iran is utilizing criminal networks in Sweden.

On 23 February, it was noted that Sweden estimated the number of individuals involved in criminal gangs to be approximately 62,000. There were also reports of an incident in September when a 15-year-old shot a classmate of the same age at a school in Huddinge.

On X, the general discussion on topics such as crime and migration increased by 20 percent compared to the previous year. Gang-related crime has been the primary focus, but incidents such as explosions and sexual offences have also engaged users on the platform. Elon Musk is among those who have shown increased interest in the dealings of the European countries over the past year. Although Sweden has not necessarily been at the centre of Musk's discussions, his engagement has contributed to an increased focus on issues such as crime and migration. This culminated when Musk shared a post about an explosion in Östermalm, Stockholm, a post estimated to have reached over 40 million users on X.

Eurovision, Taylor Swift, and ABBA

Sweden hosting Eurovision

Following Loreen's victory in 2023, Malmö hosted the Eurovision Song Contest in May 2024. This generated a substantial number of publications in both news media and social media. However, the focus was not solely on pop music and glamour but also on the conflict between Israel and Hamas.

During Eurovision week, one of the year's largest media peaks occurred, with Sweden being mentioned from various angles. While the number of publications about Sweden's 2023 victory reached nearly 550,000 within just a few hours, the number of publications on the final day in 2024 was almost 45 percent lower.

What distinguished this year's edition of Eurovision was the consistently high number of publications throughout the week. The focus was both on Sweden as the host and on Israel's participation in Eurovision, which led to large demonstrations. Additionally, misleading information about an alleged riot between demonstrators and police was spread. In reality, this referred to an incident that occurred during the Davis Cup in 2009.

Taylor Swift’s concerts in Stockholm

A couple of weeks later, Taylor Swift was on tour and visited Stockholm, which generated significant engagement, particularly on social media. Swift sold out Friends Arena for three consecutive nights, which is estimated to have brought in 131,000 tourists and SEK 848 million in revenue for Stockholm.

ABBA members receiving knighthood

Since May 2024, the iconic ABBA members have been able to call themselves knights – or more precisely, ‘Commanders of the First Class of the Order of Vasa.’ The ceremony at the Royal Palace of Stockholm gained widespread attention and resulted in articles on entertainment sites worldwide.

Sporting events in major and minor keys

Sven-Göran Eriksson’s passing

The sports-related event that generated the highest number of publications in both news media and social media was the passing of former football coach and national team manager Sven-Göran Eriksson. The event became a major news story, receiving attention in prominent media outlets, including in the UK, Italy, and Spain.

Olympic Games in Paris

During the Olympic Games in Paris, Sweden's successes were recognized worldwide. Although the number of publications did not reach peak levels compared to other events, the content focused heavily on Swedish international stars. Pole vaulter Armand Duplantis' Olympic gold medal – accompanied by a world record – dominated news media, while table tennis player Truls Möregårdh's journey to an silver medal received significant attention on social media. Since then, the Swedish Table Tennis Association has noted a new 'ping-pong fever' in the country.

Kylian Mbappé’s Stockholm visit

In October 2024, French footballer Kylian Mbappé visited Stockholm. This sparked considerable engagement in international media and became one of the most talked-about Sweden-related events on social media during the year. The primary reason was that Mbappé was reasonably suspected of rape during his visit. The preliminary investigation was later dropped, which became a news story that was widely reported.

Women’s football team Ängeholm FF

How can a women's football team from Skåne in Division 4 achieve maximum media coverage? Ängelholm FF managed the feat of not conceding a single goal during the season's 18 matches – yet the team only finished second in the league table. This peculiar situation became a national news story in Sweden, with articles in the Swedish newspapers Dagens Nyheter, Expressen, and Aftonbladet. The story was also featured in lengthy articles on The Guardian and The Athletic, as well as on the sports site of the New York Times.

Business news with focus on Northvolt

The Swedish business climate has, in various ways, been in the spotlight throughout the year. Developments surrounding Northvolt have been closely monitored by several major news outlets. This includes news outlets in Germany, where interest in the company surged following the decision to construct the Northvolt Drei battery factory in Heide. Reporting on Northvolt has also focused on the company's financial challenges and the broader implications for the future of battery manufacturing, not only in Sweden but across Europe.

The ongoing strike against Tesla in Sweden, which began in 2023, has been extensively covered by major media outlets throughout the year. Additionally, Microsoft's AI investment in Sweden, amounting to 34 billion kronor, emerged as a major news story during the summer.