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Taming feminism? The place of gender equality in the ‘Progressive Sweden’ brand

Author

Listed:
  • Katarzyna Jezierska

    (University West)

  • Ann Towns

    (University of Gothenburg)

Abstract

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.

Suggested Citation

  • Katarzyna Jezierska & Ann Towns, 2018. "Taming feminism? The place of gender equality in the ‘Progressive Sweden’ brand," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(1), pages 55-63, February.
    • Handle: RePEc:pal:pbapdi:v:14:y:2018:i:1:d:10.1057_s41254-017-0091-5
    DOI: 10.1057/s41254-017-0091-5
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    References listed on IDEAS

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    1. Katja Valaskivi, 2016. "Circulating a fashion: Performance of nation branding in Finland and Sweden," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(2), pages 139-151, August.
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    Cited by:

    1. Isabelle Karlsson, 2022. "“We try to be nuanced everywhere all the time”: Sweden’s feminist foreign policy and discursive closure in public diplomacy," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(4), pages 325-334, December.
    2. Sameera Durrani, 2022. "Damsels in distress: gender and negative place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(4), pages 357-371, December.
    3. Karin Aggestam & Annika Bergman Rosamond & Elsa Hedling, 2022. "Feminist digital diplomacy and foreign policy change in Sweden," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(4), pages 314-324, December.

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