| ID | 190925 |
| Title Proper | Representing Sweden |
| Other Title Information | packaging Swedish identity through curators of Sweden |
| Language | ENG |
| Author | Ooi, Can-Seng ; Torngren, Sayaka Osanami |
| Summary / Abstract (Note) | In 2011, the Swedish national tourism organisation, Visit Sweden, together with the Swedish Institute, launched a campaign – Curators of Sweden (CoS) – on Twitter, which ended in 2018. Each week a ‘Swedish’ person was chosen as a curator to tweet whatever they liked through the @Sweden account. All the curators were chosen because they represented ‘values, skills, and ideas’ which, according to the campaign, ‘all combined, makes up Sweden’. In this article, we try to understand the contradiction of CoS offering a cacophony of ‘diverse’ voices from Swedes but, at the same time, speaking with the ‘same’ voice. Through dialogism, we locate the different voices, agendas and diverse contexts in reality, and examine how the values, skills and ideas were managed and engineered through the CoS, in a bid to imagine Sweden and Swedish identity. |
| `In' analytical Note | Identities: Global Studies in Culture and Power Vol. 30, No.3; Jun 2023: p.432-451 |
| Journal Source | Identities: Global Studies in Culture and Power 2023-06 30, 3 |
| Key Words | Sweden ; Values ; Identity ; Nation Branding ; Dialogism |