Who are the “People” and what does “Home” mean? A case of frame transformation and counter-framing of the “People’s Home” in the Sweden Democrat Rhetoric 1989–2022

This article examines how the radical right-wing party, the Sweden Democrats, have reframed and transformed the concept of the People’s Home (folkhemmet) in their political rhetoric from 1989 to 2022. Originally a symbol of Swedish social democracy and egalitarianism, the People’s Home has been repurposed to align with an ethno-nationalist agenda, emphasizing cultural homogeneity and the exclusion of immigrants. Drawing on frame theory, and particularly the concept of frame transformation, the analysis explores how the Sweden Democrats use the concept of the People’s Home to mobilize voters by invoking nostalgia for a perceived “golden age” of safety, consensus, and homogeneity. By mobilizing nostalgia as a political mechanism, the Party undermines political opponents with the aim of attracting mobile voters. The findings show how the Sweden Democrats’ reframing of the People’s Home has contributed to their political mobilization, resonating with voters concerned about immigration and cultural change. The paper reveals the strategic use of nostalgia and ethnic nationalism in radical right-wing parties’ political rhetoric fosters a sense of national identity and unity. The analysis draws on party manifestos, position papers, and election platforms from 1989 to 2022.