Sweden

Sweden has traditionally been more of a newspaper than television country. Today, it is a very digital country. The internet penetration, in general, is almost 100 percent, and smartphones are also widespread. Most people have access to the internet in their pockets 24/7

Print page

2

Press freedom ranking
92.9 %

Internet penetration
18

Peace index ranking
Radio

Most trusted medium
74

Net trust index
Constitutional monarchy

Government type

Opinion makers

Alongside traditional PR bureaus like JKL or Westander, digital opinion makers have appeared. According to blog lists, the most common topics are beauty, fashion, sports and food, written by and for young women. According to the Focus magazine, the top-hundred most important opinion makers is made up of a mix of, for example, CEOs, economists, ministers and party leaders.

Twitter is a powerful network for specific groups, such as journalists and politicians. Some Swedish artists have the most followers, particularly artists who have a strong presence in the societal debate. The singer Zara Larsson, comedian Soran Ismail, comedian and artist Jonas Gardell, and tv personalities Fredrik Wikingsson and Mark Levengood had the highest impact in 2015. Important issues for these artists are, among others, the importance of integration, the struggle for feminism and equality and the right to all kinds of sexual orientation.

Sweden

2

92.9 %

18

Radio

74

Constitutional monarchy

Authors

Opinion makers

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