Ulf Kristersson himself has not commented on the revelation about the "kick-off" with his daughter's student association at the representation yard, nor on his sister-in-law's 70th birthday celebration there. But the response from the prime minister's closest associates has been harsh.
Family and staff accuse Aftonbladet of "hunting" the daughter, calling it all unacceptable and something the newspaper should be ashamed of. But according to the newspaper, they haven't even looked for the daughter, just a couple of acquaintances with insight.
Want to take over
Marie Grusell, a media researcher at the University of Gothenburg, sees the strong response as a sign of the times. The Prime Minister's staff recently threatened not to appear in SVT's party leadership debate if Left Party leader Nooshi Dadgostar's microphone is not turned off when she is not speaking, after several interruptions.
People have become more active in "taking the ball" and setting the narrative themselves, says Marie Grusell.
It's something that all politicians always want to do, she says.
But you can perhaps see a trend of becoming more offensive when things like this happen. You want to take over and put your story in focus.
Discussed on TV
Kristersson's deputy press officer called Aftonbladet's use of anonymous sources within the Moderate Party "a disgrace" that made the newspaper a "useful idiot."
The response from Kristersson's closest friends has been discussed on television and in editorial pages.
That's the downside of being more offensive. It not only raises important issues, but also what's not really that big of a deal," says Grusell.
It's a bit of a ping-pong game.
In the long run, says Grusell, discrediting journalistic methods can “affect the democratic conversation.” It may be reminiscent of the United States, but she emphasizes:
We're not there yet.
