Till sidans topp

Sidansvarig: Webbredaktion
Sidan uppdaterades: 2012-09-11 15:12

Tipsa en vän
Utskriftsversion

Taming Feminism? The plac… - Göteborgs universitet Till startsida
Webbkarta
Till innehåll Läs mer om hur kakor används på gu.se

Taming Feminism? The place of gender equality in the 'Progressive Sweden' brand.

Artikel i vetenskaplig tidskrift
Författare Ann Towns
Katarzyna Jezierska
Publicerad i Place Branding and Public Diplomacy
Volym 14
Nummer/häfte 1
Sidor 55-63
ISSN 1751-8040
Publiceringsår 2018
Publicerad vid Statsvetenskapliga institutionen
Sidor 55-63
Språk en
Länkar https://link.springer.com/article/1...
Ämnesord Nation branding; Sweden; Gender equality; Feminism; Feminist foreign policy
Ämneskategorier Statsvetenskap

Sammanfattning

As prior work on nation branding in Japan, Canada and Iceland has shown, gender can be an important component in nation branding. This article looks at the evolution of the idea of gender equality as a “Swedish” trait, from the initial incorporation of gender equality in Swedish state identity in the 1990s to contemporary nation branding. Based on standard discourse analysis of branding documents, branding websites and social media presence administered by the public diplomacy agency, the Swedish Institute, we show that gender equality remains a central pillar in the “Progressive Sweden” brand. In contrast with other national brands, “Progressive Sweden” is devoid of the more androcentric narratives and sexually objectifying representations of women. However, the “Progressive Sweden” narrative sports its own peculiarities, as it presents a liberal dreamscape that slides between utopian ideals and generalizations about “Sweden” as a unified actor whose population shares behaviors and goals. Discord and political struggle are written out of this narrative. Despite its rhetorical centrality in Swedish foreign policy, feminism thus disappears from view in the “Progressive Sweden” brand. The article ends with some considerations for the future of Swedish nation branding.

Sidansvarig: Webbredaktion|Sidan uppdaterades: 2012-09-11
Dela:

På Göteborgs universitet använder vi kakor (cookies) för att webbplatsen ska fungera på ett bra sätt för dig. Genom att surfa vidare godkänner du att vi använder kakor.  Vad är kakor?