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Representing Sweden: packaging Swedish identity through curators of Sweden


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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© 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 (, 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


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
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