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The Coronavirus pandemic has caused a great deal of disruption and fear for countries and peoples around the globe. It has spread in a seemingly unstoppable manner, which has created a global crisis in terms of strategies to mitigate its effects, and how these strategies are communicated is vital to the credibility and legitimacy of those relevant actors. This paper examines and analyses how the Swedish government attempted to frame its pandemic strategy in the international mass media as a successful example of the ‘Swedish model’. Initially, this was successful and those frames seemed to be accepted; however, this soon changed and instead of serving as an example to emulate it became a model to avoid. Using hegemony theory and indexing theory, this paper attempts to explain how and why this change occurred. The change in the coverage becomes apparent as the Swedish government’s coronavirus policy and strategy of Sweden begins to increasingly diverge from the global orthodoxy of other countries, including the United Kingdom. Therefore, the politics of crisis management among the political elite begin to diverge and the politics of crisis management creates a more hostile and critical environment.

Swedish Government and Country Image during the International Media Coverage of the Coronavirus Pandemic Strategy: From Bold to Pariah