Gender Equality and Nation Branding in the Nordic Region
1 ‘The gender-progressive Nordics’ A matter of history Eirinn Larsen The Nordic countries have worked together for over four decades to improve gender equality in all aspects of society. Gender equality between the sexes is a condition for the success of the Nordic Model and a pillar of the modern Nordic welfare states. (Nordic Co-operation, n.d.) History is an important resource in the current attempt to brand the Nor- dics as pioneers of gender equality. The Nordic Council of Ministers, for instance, explains the success of the ‘Nordic Model’ and the ‘Nordic welfare states’ as the result of enduring Nordic collaboration on gender equality over decades. Yet evoking history to make the region shine in this way, as champions of gender equality and progressive social models, is not simply a reflection of historical developments but also involves contemporary con- structions of the past. In fact, the geographical area known as Norden has no common historical meaning to those who inhabit it today. Since the nine- teenth century, five distinct nations have belonged to the Nordic area. Each has its own national language, culture and historical identity, its own set of myths and heroes, stars of independence and national events to commemo- rate. Surely this makes it difficult to claim pan-Nordic ownership of a value such as gender equality in the way that the Nordic Council of Ministers does, on this occasion to enhance the reputation of the region as a knowl- edge hub. Besides, for individual Nordic countries, the historical experience of be- ing Nordic is not necessarily a unified memory.1 Until the mid-twentieth century, the Nordics were more rivals than friends.
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