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Representing Sweden: packaging Swedish identity through curators of Sweden
Citation
Torngren, SO and Ooi, CS, Representing Sweden: packaging Swedish identity through curators of Sweden, Identities ISSN 1070-289X (2022) [Refereed Article]
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Copyright 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,
DOI: doi:10.1080/1070289X.2022.2076423
Abstract
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.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | Sweden, values, identity, dialogism, nation branding, destination branding, heteroglossia, polyphony, carnivalesque |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Tourism |
| Research Field: | Impacts of tourism |
| Objective Division: | Commercial Services and Tourism |
| Objective Group: | Tourism services |
| Objective Field: | Socio-cultural issues in tourism |
| UTAS Author: | Ooi, CS (Professor Can Seng Ooi) |
| ID Code: | 150105 |
| Year Published: | 2022 |
| Deposited By: | Office of the School of Social Sciences |
| Deposited On: | 2022-05-23 |
| Last Modified: | 2022-08-01 |
| Downloads: | 6 View Download Statistics |
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