The Sweden Democrats and the Twitterstorm of the decade – from social media to riot through a rhetorical vision
The Sweden Democrats and the Twitterstorm of the decade – from social media to riot through a rhetorical vision

Summary/Abstract: Amidst the European migrant crisis, a provocative advertisement campaign by the far-right party the Sweden Democrats was destroyed by a mob. No other campaign in Sweden had attracted a similar amount of attention and resentment. This qualitative case study analyses the activism rhetoric that caused the ‘Twitterstorm’ of the decade. Through a fantasy theme analysis, it determines how the protesters defended their anti-racist rhetorical vision. Action themes connected to fantasy types and symbolic cues provoked the Twittersphere, leading activists to destroy the campaign, transcending the virtual for the physical. This event is a paradigm case for rhetorical-political social media activism and gives insight into how the SD’s provocative rhetoric functions.

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