This essay handles how the Swedish press constructs the image of the Swedish social democracy party leader Håkan Juholt, in its correlation with the up-to-date scandal, which involves Juholt and his mortgage fraud. We analyse how the Swedish press constructs different characters of him before and during the scandal and analyse if there are any differences in the portraits of him. To do this we will use a critical discourse analysis to analyse the usage of words and how they may use different initial verbs to falsify or authorize the voices in the text. We will also use semiotics to analyse how the article images interact with the production of Juholt that is reproduced in the text. We have found that the Swedish press portrait of Juholt is very clear in their negative and positive constructions.