Swedish war hysteria creates world headlines

Published 21 November 2024 at 09.03

Domestic. The alarmist tone and dramatic imagery in the new Swedish brochure “If the crisis is coming” is now being noticed by a number of international media. At the same time, comparisons are made with the significantly more subdued Finnish counterpart.

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MSB's brochure “If the crisis or war comes”, which is now starting to be sent out to over five million Swedish households, has caught the interest of major international media.

Newspapers such as the British Daily Mail and the Dutch HLN link the brochure to the the global security situation and the escalated rhetoric from the Kremlin.

The brochure, which contains advice on how Swedish households should prepare for crises and war, has created headlines like this one in the Daily Mail:

“Sweden tells citizens to prepare for WAR: Five million households receive brochures on how to prepare their home for nuclear apocalypse… while Biden is accused of trying to start World War III”

Finnish correspondent shocked by the "belligerence" of the Swedish rulers:

This is how Finnish politicians would never express themselves, according to Yles Pirjo Auvinen.

"Interpreted as inciting war or being a war fool." https://t.co/YUnVGWhpdt

— Fria Tider (@friatider) January 9, 2024

Carl-Oskar Bohlin (M), Minister for Civil Defence, emphasizes that the brochure is a result of a deteriorating security situation and Sweden's entry into NATO, but that it has no connection to specific, current events.

– Of course the changes in the brochure are made against the background of the deteriorating security situation, but you should not connect it with current events, says Bohlin to Expressen.

The difference between the Swedish brochure and the equivalent produced in Finland is also noted. The Finnish guide is more focused on general crisis preparedness and is only available digitally. Eriikka Koistinen, communicator at the Finnish Ministry of the Interior, states that their message is less war-focused.

– With us, we focus more on preparedness being an important civic skill in today's world situation. War is, of course, the most extreme scenario, but we attach great importance to other potential crises and extreme weather events, says Koistinen to Aftonbladet.

Researcher Charly Salonius-Pasternak at the Foreign Policy Institute in Finland explains the differences with different traditions and conditions. In Finland, preparedness is an integrated societal concept, which means that the citizens are already used to preparation.

– In any case, there has been an idea that one should be prepared. But there has been no need to emphasize to the Finns that it can also apply to war, says Salonius-Pasternak to Aftonbladet.

In Sweden, on the other hand, there is a demand for increased home preparedness and willingness to defend, which explains the stronger tone in communication, according to media researcher Mats Eriksson . He highlights the importance of balancing the message to engage without creating unnecessary anxiety.

Carl-Oskar Bohlin had to comment on the brochure in CNN on Wednesday:

Participated earlier today in a live broadcast on CNN and answered questions about the new preparedness folder and about the support for Ukraine. pic.twitter.com/zA5EDTnKKb

— Carl-Oskar Bohlin (@CarlOskar) November 20, 2024