The purpose of this article is to explore how public discussions on giftedness and gifted students are framed in two of Sweden's leading newspapers over a 25-year period (1995-2019). We explored discourse within 72 articles, using a time-sensitive analysis combined with a 'What's the problem represented to be?' approach. The results show that the concept of giftedness became established during the period, although there were also counter-discourses questioning what 'giftedness' means and how schools should be organised. There is a lack of more in-depth discussions about how social class, ethnicity, or gender can affect how students are regarded in school, or how teaching can affect intellectual development. Instead, there is a strong stance in favour of individualised teaching.