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AbstractIn 2010 the Sweden Democrats (SD) unveiled their campaign advertisement for the
parliamentary election, they engaged a series of images positioning immigrants as
scapegoats by creating a link between immigration and the domestic budget crisis.
While the advert associated immigration and lslam with the economic failings of
Swedish society, the SD also energized new forms of representation, a new
embodiment of Swedishness and, additionally, of conceptualizations of 'the Other'.
On the surface, the controversial campaign ad identified economic concerns and
moral corruption with immigration, women, and lslam. Perhaps, as a result of this
immediate reading, the state's leading broadcaster, TV4, banned the advertisement
for inciting hate speech before it even aired on Swedish television. The act of
censorship thrust the ad centre stage, with a flurry of media coverage and the
Sweden Democrats (SD) proclaiming unlawful persecution. Paradoxically, or,
perhaps, expectedly, censorship of the advertisement, and the ensuing public debate
about censorship, dramatically increased awareness of the party and their message,
in various and complex ways.