This article explores the ideological positioning of Sverigedemokraterna (SD; the Sweden Democrats) in contemporary Swedish politics. Comparative research on nationalist parties pays very little attention to SD, despite the fact that following the general elections in 2006 it came close to consolidating a permanent position in Swedish politics. In the analysis, we highlight the recurrent rhetorical figures in the public debate as manifested in the media coverage from September 2006 to May 2007. The ideological positioning of SD evolves in the interaction between its self-image and the counter arguments adopted by SD-antagonists. Although the established parties were careful to distance themselves from SD, our analysis indicates a possible taming of SD in the run-up to the general elections in 2010. The party’s monocultural nationalist messages may also become more widely accepted and still allow it to be considered as ‘one of the good guys’.