The Swedish elections take place on a Sunday and pit, at first glance, the centre-left led by Magdalena Andersson against Ulf Kristersson's right, in a relatively conventional dispute.
However, the campaign reveals a dimension that deserves greater attention: the way political communication is changing the very struggle for power, a phenomenon that should become increasingly common during electoral periods.
The article addresses concepts such as the politics of attention and doubt as a communication tool, suggesting that these communication strategies are transforming the dynamics of political campaigns.
This trend indicates a shift in the way candidates and parties relate to voters and to the process of gaining power.
