A recent video featuring Crown Prince Christian in military service has sparked debate about the Danish Royal Family’s evolving communication strategy. Experts are weighing the benefits and potential pitfalls of the Royal House’s approach to engaging with the public.

The video, which depicts Crown Prince Christian interacting with fellow conscripts and participating in military exercises, has been lauded for its ability to modernize the monarchy and foster a direct connection with the Danish people. Anna Thygesen notes the video’s success in placing the Royal Family in a modern context and its strategic storytelling for the Danish defense, addressing recruitment challenges and security concerns. The video portrays Crown Prince Christian as dutiful, mature, and sympathetic.

However, concerns have been raised about the potential for over-control and image polishing. Anna Thygesen cautions against the risk of creating a “polished glossy image” that may appear untrustworthy if it becomes too staged and slick. Thomas Larsen also voices worries about the Royal Family becoming too controlling in their communication, stating that it may seem “un-Danish” to overly control communication in a society characterized by openness and transparency. Experts emphasize the importance of the Royal House maintaining openness and engaging with established media to avoid alienating the public and risking a perception of being out of touch with reality.

Nina Z. Munch-Perrin, Head of Communications for the Royal House, defends their approach, emphasizing their commitment to serving traditional media while also highlighting the importance of direct communication channels. She acknowledges a shift in communication style compared to Queen Margrethe, stating that the new Royal Couple communicates through their presence and engagement with the Danish people’s interests. Despite concerns, polls indicate continued strong support for the monarchy, with three out of four Danes favoring its preservation and positive sentiments toward Crown Prince Christian, King Frederik, and Queen Mary.