The new media situation gives fuel to increased competition between narratives. In the sphere of security this poses challenges to government strategic narratives. Scholars, drawing on findings from the Anglo-Saxon sphere, suggest that the new media activism gives rise to counter-hegemonic narratives that thrive on and through social media sites. We argue that the emergence of counter-narratives in the sphere of security depends upon a few key dynamics that might vary with political context such as political culture, the size of the blogosphere, the debate in mainstream media and socialization processes within the military organization. Our case study of Swedish blogging about Sweden’s military contribution to the International Security Assistance Force mission in Afghanistan suggests that blogs are mainly used to sustain – and not to challenge – the governmental narrative. This invites us to question the significance of new media platforms as counter-hegemonic forces in communities beyond the Anglo-Saxon sphere.