Deviant Swedes in the Global Covid-19 Media Environment

Abstract

During the early COVID-19 pandemic, many countries took compulsory measures to combating the virus’s spread, while Sweden took a more voluntary approach. This led to polarized reactions in the international media, with some praising it and others proclaiming it disastrous. Using the concept of “moral panic” I examine how actors within the global media environment portrayed Swedes as a deviant population, using persuasive language, exaggeration, and selective reporting, and how an amplification of media attention served to solidify the deviant label. I also argue that Sweden was made deviant partly to justify restrictive measures in other countries.