In the Swedish news-media we find sporadic critical, or reflective, reporting on the production conditions of Swedish ‘sweat-shop’ factories in the Global South, used to supply Transnational Corporations (TNCs). In this paper we carry out a critical discourse analysis, in particular using Van Leeuwen’s social actor and social action analysis, to look at examples from a larger corpus of 88 news reports and editorials from the Swedish press, between 2012–2017, which report and comment on activities of the Swedish company H&M in relation to its production chains. Analysis reveals how these recontextualize events, processes and motives, to represent Sweden and Swedish TNCs as characterized by a benevolent, democratic, humane, form of capitalism, drawing on discourses of a former social democratic Sweden of the 1960s before it became highly neo-liberalized. This nationalism converges with other discourses promoting the exploitation of the Global South.

Neoliberal globalisation has expanded transnational corporations’ (TNCs) boundaries of operation and sphere of exploitation, particularly in the Global South where much of the production of traditional TNC manufacturing now occurs. In this article, using a longitudinal approach, I conduct a detailed critical discourse analysis of a large Swedish press corpus reporting on TNC activities in Global South countries. The analysis suggests that the issue of workers’ conditions is made relevant to the Swedish public through a “consumer framework” that not only confers proximity and relevance on the topic, but also effectively recontextualises agency and responsibility towards particular or individual social actors, obscuring the class dimension of labour relations and global production. Moreover, rooted in a highly problematic colonial imagery, exploitation in the Global South is seen as a “cultural problem” of “them” rather than a problem related to the social and spatial relations of global capitalism.