Smörjmedia

Smörjmedia is a Swedish term that translates to "lubricant media" or "grease media." It refers to the use of media outlets, such as newspapers, television, and online platforms, to promote a particular agenda or to influence public opinion in a way that benefits specific individuals or groups. This often involves selectively presenting information, downplaying negative aspects, or exaggerating positive ones, thereby "lubricating" the public's perception and making it more receptive to the desired message.

The concept is often associated with political or corporate lobbying, where organizations may engage in public relations efforts that blur the lines between objective reporting and controlled messaging. While the term itself is not inherently negative, its usage frequently implies a degree of manipulation or a lack of transparency in how information is disseminated. It suggests a strategic approach to media engagement where the primary goal is not necessarily to inform, but to persuade and maintain a favorable image or narrative. The effectiveness of smörjmedia can depend on the audience's media literacy and critical thinking skills, as well as the perceived credibility of the media sources involved.