150105 - Representing Sweden.pdf (795.96 kB)
Representing Sweden: packaging Swedish identity through curators of Sweden
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.
History
Publication title
IdentitiesPagination
1-20ISSN
1070-289XDepartment/School
School of Social SciencesPublisher
Taylor & Francis LtdPlace of publication
4 Park Square, Milton Park, Abingdon, England, Oxon, Ox14 4RnRights statement
© 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way,Repository Status
- Open