Stödbudskap

Stödbudskap is a term used in Swedish studies of political communication and public relations to describe messages designed to reinforce support for a policy, actor, or product by highlighting its positive attributes, credibility, and legitimacy. It aims to reassure audiences, strengthen perceived consensus, and reduce perceived risks.

Characteristics include positive framing, the use of trusted sources, and social proof such as endorsements or testimonials. The message stresses benefits, alignment with audience values, and simple, clear language. It is often tailored to specific audiences and delivered across multiple channels, including speeches, press statements, social media, advertising, and official reports.

Contexts where stödbudskap is employed include political campaigns, government communications, corporate public relations, and public health campaigns, particularly during policy rollouts or product launches. It may be deployed as a single message or as a coordinated set of messages across channels.

Evaluation and ethics: effectiveness is assessed through surveys, experiments, or media analysis to gauge attitudinal or behavioral impact. Ethically, stödbudskap raises concerns about transparency and manipulation when endorsements are undisclosed or claims are misleading; responsible practice emphasizes accuracy and clear disclosure of sources. Related considerations include balancing supportive messaging with factual information and avoiding overclaiming or exploiting fears to win approval.