When Fredrik Reinfeldt during the TV4 broadcasting of the Ice hockey World Cup final in 2013 was titled Prime Minister instead of State minister it caused a twitter storm. Denominantions are important to us because they are so closely tied to our identity. We may even get upset on behalf of others. A language reform concerning personal pronouns therefore affect many. The gender- neutral pronoun hen received much media attention in 2012. Emotions ran high among both proponents and opponents who shared their opinions on various forums.

In this study, seven debate articles that appeared in Swedish metropolitan press in 2012 are being analyzed from a rhetorical perspective. The intention is to investigate whether the debate is being conducted around the same topos, if misleading arguments occur, and to understand if proponents and opponents are trying to persuade each other and readers of their opinion. The result shows that the arguments often revolve around the same topos, but rests on such different values ​​that a comprehension between the parties does not seem likely in the current situation.