The legitimization of the Church of Sweden in a secularized society : A discourse theoretical text analysis of the Church of Sweden’s Brochure “More Than Many Believe”

Swedish society has become more and more secularized, the Church of Sweden faces the challenge of legitimizing its existence and relevance. This bachelor thesis examines how the Church of Sweden legitimizes its societal role through external communication; specifically which strategies of legitimation that the Church of Sweden uses in its brochure “Mer än många tror” (More than many believe). Through usage of a discourse theoretical analysis, as well as drawing on Theo van Leeuwen’s theory of legitimation, this study focuses on the brochure’s linguistic elements. The research questions are What legitimation strategies does the Church of Sweden employ? and How are these strategies manifested in the brochure “Mer än många tror”? Utilizing a critical discourse analysis, this study identifies how language forms a view of the Church of Sweden as a socially responsible, inclusive and modern institution. The results show that the Church of Sweden primarily uses three types of legitimation: authorization, moral evaluation and rationalization. The Church associates itself with institutional authorities, emphasizes democratic values and frames its work in terms of measurable social benefits and ethical commitments. The study concludes that the Church of Sweden constructs a self-image as a modern and relevant actor despite secularization. Through aligning with broadly accepted values and avoiding typical religious language, the Church attempts to remain credible in a public sphere where belief is no longer taken for granted. The thesis contributes to a deeper understanding of how religious organisations adapt to a post-secular society in their external communication. Furthermore, it offers a framework for analyzing communicational strategies in other organizations undergoing institutional transformation.