S umma rised v ersion Images of abroad

– A STUDY OF THE CHANGES, THE PRESENT SITUATION AND ASSESSMENT METHODS

Ministry for Foreign Affairs Sweden Members of the Council for the Promotion of Sweden

The Council for the Promotion of Sweden is a forum ment agency tasked with providing support and infor- for dialogue, consultation and cooperation on effective mation to foreign investors interested in business and long-term promotion of Sweden. The members of opportunities in Sweden. the Council are: www.isa.se The Ministry for Foreign Affairs, represented by its The Swedish Institute (SI), a government agency Press, Information and Cultural Affairs Department and whose mandate is to inform the world about Sweden Department for Export Promotion and the Internal and to organise exchanges with other countries in the Market, and by the Chief Coordinator for Trade and fields of culture, education, research and public life in Investment Promotion. general. www.ud.se www.si.se The Swedish Trade Council, which provides services on The Swedish Travel and Tourism Council, whose behalf of the business sector and the Swedish state mission is to market Sweden as a travel destination aimed at establishing and developing companies and and as a brand. The Council, which is part-owned by their products, services and ideas in new markets. the state, reaches business and private travellers via www.swedishtrade.se 13 offices abroad. The Invest in Sweden Agency (ISA), which is a govern- www.swetourism.se, www.visit-sweden.com

Article no UD.05.033 ISBN 91-7496-353-8

Graphic design Svensk Information Coverphotos © www.imagebank.sweden.se (Hans Pettersson/Nobel Foundation, Sara Danielsson, T Buckman/ Visitors Board, Göran Assner/Swedish Travel & Tourism Council) Printed by Alfa Print AB, 2005 Contents

Introduction 3 35 Why study Sweden’s image? 4 35 Various images of Sweden 6 36 Discussing Sweden’s self-image 10 38 Assessing Sweden’s image abroad 12 38 Changes in Sweden’s image, 1936–2003 16 39 The current media image 21 39 Sweden’s image in 23 countries and one city 26 USA 40 27 – a European perspective 42 27 Summary and analysis 45 27 Conclusions and reflections 50 China 28 Appendices and sources 54 Czech Republic 28 29 29 30 ABBREVIATIONS 31 ISA = Invest in Sweden Agency Hungary 33 NSU = Council for the Promotion of Sweden India 33 UD-PIK = Press, Information and Cultural Affairs Department at Ireland 33 the Swedish Ministry for Foreign Affairs 34 SASU = Study of Sweden’s Image Abroad Japan 34 SI = Swedish Institute Latvia 35 SRT = Swedish Travel and Tourism Council

1 ABBA: “A Syriac word, ABBApeasement: “A Swedish diplomatic which signifies father.” process whereby conflicting parties participate Samuel Johnson’s Dictionary 1755 in a ‘dance-off’ to resolve their differences.” The Future Dictionary of America 2004 w w w . i m a g e b a n k . s w e d e n . s e © B o L i n d / S w e d i s h T r a v e l & T o u r i s m C o u n c i l

Introduction

In 2003, the Council for the Promotion of literature, interviews with a hundred or so Sweden (NSU) decided to study how Sweden Swedish and foreign representatives, a question- and the were perceived in the outside naire sent to 25 missions abroad, visits to , world. Accordingly, it launched the Study of Helsinki, Berlin, Brussels, London, Dublin, ’s Image Abroad – hereinafter referred York and Washington, and participation in a to as SASU. Under the terms of reference, it range of seminars. was to assess how Sweden’s image has changed The study was carried out by Lars-Olof over time and what the current perception is. Lundberg, Press Counsellor at the Swedish In addition, it was to develop methods for Ministry for Foreign Affairs’ Press, Information assessing Sweden’s image in different ways. The and Cultural Affairs Department (UD-PIK), NSU selected eight countries of particular who used the heads of NSU information interest to Swedish promoters: Brazil, China, departments as a reference group. Germany, Japan, Poland, Russia, the UK and The present document is an English summary the US. It also singled out six countries for of the full report. This means that some of the comparative purposes: Norway, Denmark, discussions have been condensed and that the Finland, France, Germany and the Netherlands. accounts may on occasion be rather more dras- In addition, a European perspective from tic than in the longer version. The full report in Brussels was considered appropriate. Swedish can be requisitioned from Fritzes SASU encompassed an examination of the publishing house or read at www.ud.se.

3 “It is as though Mother Svea were forever sitting and fidgeting at the kitchen table, anxiously peering out through the window, out across the stone walls, worried that her husband and children may have made fools of themselves – for what would the neighbours say?” Herman Lindqvist

Why study Sweden’s image?

This quote by Herman Lindqvist reflects the involuntarily; all nations have the same myths doubts frequently expressed when the subject of about themselves, and no people are indiffer- Sweden’s image abroad comes up. It is often ent to the way they are perceived by others. thought that there is something quintessentially Swedish about being so concerned about the • the term ‘Sweden’s image’ embraces a multi- – national image. It is certainly true that the ques- tude of largely vague attitudes, feelings, reac- Sweden nd tion of how Sweden is viewed abroad has long tions and prejudices among that part of the he bra preoccupied politicians, ministry officials and human race that may just possibly have heard t others concerned with the promotion of of us. Sweden. When the Government commissioned a report in 1987 on the status both of Sweden Over the years, Swedish media have shown information abroad and international cultural great interest in how Sweden is perceived exchange, it invited a group of 17 Swedes to abroad, and still do. But there are also crasser philosophise about Sweden’s image. From the grounds for monitoring our image. report it would seem that Public diplomacy – addressing the citizens of • we seek in outside perceptions a response to another country directly – and cultural diplo- our own way of being; they are seen as a mark macy are becoming increasingly important and of our successes and our failures. popular instruments in the diplomatic arsenal. To use such instruments successfully, you must • we see ourselves through the eyes of others, have a pretty clear picture of how your country consciously or unconsciously, voluntarily or is regarded in the country/countries being tar- 4 geted. Any changes in the image will be a meas- A wall in Brussels. ure of how effective your efforts have been. The overall aim of Swedish promotional ini- tiatives is to make the country visible and to boost growth and employment. According to theories of branding strategy, this involves link- ing strong brands with others in to achieve effects whose whole is greater than the individual parts. If, for instance, people have a positive attitude towards Sweden, they are more likely to buy our products or visit us. In seeking to define what the ‘Sweden brand’ stands for, Sweden’s image abroad is an important instru- ment. Each year, public authorities, municipalities and regional bodies invest large sums in pro- moting Sweden in one way or another. As a basis for determining the scale and scope of promo- tion efforts, and also for assessing their impact, we need a picture of how Sweden is perceived in other countries. In the global economy, government bodies are becoming increasingly involved in the business of marketing their countries in the internation- al game of rivalry known as competition. Foreign services in many countries are reconsid- ering their priorities and placing greater empha- sis on promotion. Thus Sweden is not unique in seeking to learn how it is regarded by the out- side world. In the course of the present study, we have come across a number of countries g r e b d actively engaged in similar endeavours: Finland, n u L f o l O -

Norway, Mexico, the UK, the US and the s r a European Commission. L 5 “Extolling all things Swedish as splendid without exception, or at least better than all else in the world, is by no means a gen- uinely Swedish quality.” Carl Jonas Love Almqvist

Various images of Sweden

Sweden’s image embraces a wide range of Researchers and authors tend to identify cer- ge impressions and references. The media image is tain specific themes as being part of the self ima the easiest to assimilate and therefore has the Swedish self-image: The greatest impact. But if we stop to consider how we ourselves regard other countries, we can see • self-determination and – the how their images are made up of a whole array time-honoured, natural freedom of the yeo- of impressions, of which media portrayals are man farmer, but one – nursery rhymes, teaching, visits, • nationalism – Sweden, where peace reigns acquaintances, goods and sports stars, etc, all and where order and common sense prevail, is play an important role. The more remote the an exception in the world. country, the more blurred the image. But peo- • modernity – identity associated with contem- ple within individual countries, too, naturally porary life, a sense of belonging to the avant- have widely differing perceptions of Sweden. garde, • Americanisation – ,a penchant for American- Self-image and clichés popular culture, The principal source of knowledge about • the society, or folkhem, and neutrali- another country is what its people tell us – their ty – an inward success story with social secu- self-image. Just as there is no single image of rity and full employment, plus outward suc- Sweden, nor is there a single self-image. cess as a critic, mediator and bridge-builder, 6 w w w . i m a g e b a n k . s w e d e n . s e © P e t e r G r a n t d l i B s n e s s e r P / y r e m o g t n o M k i r n e H © e s . n e d e w s . k n a b e g a m i . w w w w w w . i m a g e b a n k . s w e d e n . s e © V o l v o P e r s o n v a g n a r A B n e d e w S x i p n a c S

7 • tension between puritanism and liberalism – Certain newspapers have a major international since the 1980s, Sweden’s traditional puritan impact, such as the British Financial Times, ethic has been under attack from more indi- Times, Guardian and Economist, the German vidualistic values, Frankfurter Allgemeine Zeitung, Der Spiegel and • mentality – averse to conflict, reserved, slow, die Zeit, the French Le Monde, the Swiss Neue serious and melancholy, Zürcher Zeitung and the American New York • character – level-headed, with a peasant-like Times, Washington Post, International Herald pragmatism but also a deeply lyrical attach- Tribune, Los Angeles Times, Time Magazine and ment to nature. Newsweek. The popular press, however, should not be neglected, as the kind of ‘pack journal- Clichés, stereotypes and myths determine the ism’ it indulges in can reinforce prejudices and way many people view a given country. Here clichés. The specialist press is gaining in impor- are some of the clichés associated with our tance both when one is seeking to reach a wider country and ourselves: Sweden is beautiful, circle of economic decision-makers via the gen- self-sufficient, expensive, environment-mind- eral business media and when seeking to reach ed, open, socialist, neutral and egalitarian. The industry representatives via the trade media. Swedes are shy, stiff, introspective, convention- Lifestyle magazines such as Elle and Wallpaper al, superior, self-righteous, naive, security- are important purveyors of image. addicted, suicide-prone and sex-crazed nude Determining how Sweden is perceived on bathers averse to conflict, but also outward- foreign radio is more difficult, as programmes looking, friendly, equality-minded, rich, tech- tend to be local in character. There are, however, nically accomplished, hard-working, punctual, a number of stations that have a global impact, clean, blue-eyed blondes. such as the BBC World Service, Deutsche Welle and France Inter. media The media image TV is usually considered superior to other The Among the media, the image of Sweden in the media in the impact it has, but how long this mage printed press is the easiest to absorb, which also impact lasts is another matter. TV tends to offer i means that it has a considerable impact on the even less airtime than radio and less space than national discourse. If you want to reach deci- the press. When Swedes are given the chance to sion-makers in other countries, the best idea is display their expertise in documentary pro- to focus on quality newspapers and magazines, grammes or on talk shows of one kind or anoth- which tend to have a higher credibility rating er, the impact is considerable. The world leaders and be quoted more often by other media. in TV news journalism are the BBC, Sky, CNN,

8 L a r s

ABC and NBC. In recent years, German, ranking them in the economic and educational - O l o f L u

Japanese and Chinese channels have shown fields, etc. n d b e r quite a lot of interest in Sweden. The world of education – from pre-school to g News agencies are key actors in news coverage university – establishes a view of the outside worldwide. This is particularly true today, when world that often becomes permanent. media across the globe are cutting down cover- Exchanges of students and researchers have a age of the outside world by their own corre- particularly strong impact. spondents. The leading agencies are represented Culture in its various forms provides an in Stockholm: AP, AFP, Bloomberg, DPA, Dow important image – in Sweden’s case, the Nobel Jones and Reuters. prizes, and ABBA are the fore- The importance of foreign correspondents – most symbols. almost 200 of whom are registered at the As Sweden’s business sector is extremely Ministry for Foreign Affairs Press Centre – for export-oriented, companies and products often expert, regular coverage of Sweden cannot be become synonymous with Sweden’s image over-emphasised. As the long-term tendency is abroad. to cut back their activities, visits by journalists Previously, Swedish politics has chiefly been are becoming still more important. Altogether, associated in the public mind with a high pro- various public actors in Sweden invite some file in international organisations, foreign aid 1,300 journalists a year on visits. and the Swedish model. Today, as a result of its Today, the Internet is one of the most impor- EU membership, Sweden is actively involved in tant sources of information. Sweden’s image is very specific joint efforts in virtually all policy conveyed not only by the Government’s website spheres. www.sweden.gov.se, the embassies’ websites on Sweden’s image among the general public www.sweden.se, and by the websites of other abroad depends to a great extent on the direct authorities and organisation, but also via such contact people have with Sweden or the Swedes. sources as encyclopaedias, net journals, think Sport, popular culture and famous personalities tanks and the foreign ministries and security are often the only connections they make with services of other countries. Sweden, especially in the case of young people. Major events such as the murder of a govern- Other images ment minister, the shipwreck of , elec- A number of international observers – such as tions or national referendums are what mainly the UN, the OECD and the World Economic attract world attention in a country of Sweden’s Forum – compare countries and publish lists size.

9 “If you read his (Erik Gustaf Geijer’s) book, Memories, a remarkable picture emerges of people keeping abreast of things while living deep in the forest, out on the farms and in the vicarages; they keep up with what is happen- ing in and in the world.” Anders Ehnmark

Discussing Sweden’s self-image

In November 2004, a dozen opinion-makers learn from the masters, and Sweden’s academic from the world of politics, administration, collaboration with Europe down through the NGOs and academia met at the initiative of the ages. Nor should we forget “our noblest desires” Ministry for Foreign Affairs’ Policy Analysis in ’s 1919 call for no more war Four Unit to discuss Sweden’s self-image. This dis- and peace in all countries. Today, Sweden’s ts cussion – rendered in edited form in the full European identity is expressed via the EU’s atemen Swedish version of SASU – proceeded from quest for sustainable development, emphasis- st four assertions. As expected, reactions were ing a social model and growth that is compati- divided. The following account can give only a ble with democracy and peace. Sweden finds it brief idea of the views people held. easier to identify with the European idea/con- cept than with the European project as such. Assertion 1: “Sweden is a country with a strong European identity.” Assertion 2: “Sweden is a leading This is not true, if one is to believe the surveys industrial and free-trade nation.” of national affinity with the EU. A European There are a number of paradoxes concerning identity has long been evident in this country, Sweden’s role as an industrial nation – today, however, bearing in mind the 19th century most of the added value in industry tends to journeymen who travelled to the continent to come from services. We have a disproportion-

10 ate number of very large companies, while at ing the question: where is the political scene – the same time the Swedish component in the in the UN, the EU or NATO? Regarding product is growing ever smaller. Media Sweden’s responsibility for international peace accounts of Swedish business focus to a great and security, both our self-image and our inter- extent on adventure or experience industry national image have changed radically over the products such as music or design, although they past 20–30 years. account for only a small share of exports, which are still dominated by traditional primary and Assertion 4: “Sweden stands for manufacturing industries. How the outside global justice and human rights.” world views Sweden as a free-trade nation To Sweden’s image as a forerunner and an altru- depends to a great extent on who you ask. EU ist in the development cooperation field can be membership has limited our independence in added the observation that it has often been in trade policy terms. the country’s own interests to assume such a role. In the case of today’s young students, a Assertion 3: “Sweden takes responsibility paradigm shift is under way; they are more for international peace and security.” aware of global injustice and are far more sensi- Over the centuries, Sweden’s security policy tive to the issues than students just 20 years ago. role has changed a number of times: conqueror When asylum-seekers are asked why they chose and from the mid-16th century to to flee to Sweden, most reply that it is a coun- 1658, a semi-power up until the Napoleonic try where human rights are respected. Sweden wars, a minor state up to the 1940s, a medium still enjoys a degree of trust among this group, power with an activist role during the Cold but it breaks down when most asylum-seekers War, and then an energetic proponent of Baltic are denied permits and forced to return home. and European policies that made the 1990s a We might be more credible if we allowed our- decade of vital security-policy importance. selves to accept the darker sides of our self- Today, once again a minor state, anxiously ask- image as well.

11 “Even trained statisticians find it difficult to determine what is actually meant when 50 per cent say they think something or other about the US – what kind of guidance does that give the policymakers?” John A Matel, State Department

Assessing Sweden’s image abroad

Within the NSU organisations gence gathering as part of the NSU’s joint By tradition, the Swedish Ministry for Foreign extranet, the Swedish Promotion Forum, at Affairs has confined its assessment of Sweden’s www.sweden.se/forum. image abroad to the media image, and usually to The Swedish Travel and Tourism Council (SRT) what has been written in the press. Up to and helps organise some 600 journalist visits a year, including 2002, the embassies summed up the which result in some 6,000 articles. It also pro- media image in their respective countries every duces regular summaries of these articles. year in reports that the Ministry for Foreign Affairs subsequently assembled and published as Different assessment methods an annual report, ‘Sweden in the Foreign Media’. The embassies’ traditional media monitoring con- Since 2001, the UD-PIK has compiled monthly tinues to fill an important function. The Internet reports, which are posted at www.ud.se. has furnished new opportunities for monitoring In June 1999, a Canadian pollster, the Angus and searching for Sweden-related articles, e.g. via Reid Group, ordered by NSU, published an inter- specialist databases such as LexisNexis and via national survey entitled ‘The Sweden Image Google searches. Project’. The most comprehensive and scientifically The Invest in Sweden Agency (ISA) regularly com- valuable images of Sweden are obtained by order- piles press summaries and monitors competitive ing our own opinion polls, or possibly by hooking surveys of various kinds. Important articles and into what are termed omnibus surveys. These, test results are posted at its website, www.isa.se. however, are very expensive, and there are simpler In 2005, the Swedish Institute (SI) will be alternatives, such as surveys conducted by post, by launching a new digital tool for business intelli- telephone, by e-mail or over the Internet. 12 Focus groups comprising 8–12 people can yield a summaries or reviews. French embassies, howev- wide range of information in a comparatively er, carefully monitor and submit for analysis at short space of time on how Sweden is perceived. Quai d’Orsay what -based foreign correspon- Such groups, too, are expensive, however. An dents report in their home media. France invites alternative is seminars or conferences at which some 140-150 journalists a year on press visits. Sweden’s image is discussed from one viewpoint Ireland’s Department of Foreign Affairs or another. receives frequent e-mail reports of press develop- Qualitative interviews involve conducting struc- ments from its embassies in Berlin and London. It tured 30–60-minute conversations personally or does not evaluate Ireland’s image abroad, but by telephone with a selection of people consid- keeps careful track of what is said in the US, ered relevant to the survey. These can yield bal- where it previously invested heavily in informa- anced, considered and open opinions, but the tion about the troubles in Northern Ireland. The wide range of material obtained in this way may embassies comment on press coverage in their prove difficult to manage. In seeking to deter- annual reports. The Department of Foreign mine Sweden’s image, the selection could include Affairs is now ploughing growing resources into such people as opinion-makers, embassy staff and promoting Ireland abroad. promotion bodies, Swedish correspondents Via its press attaché in Berlin, Mexico is produc- abroad and foreign correspondents, exchange ing a doctoral thesis for Leicester University (UK) researchers, Swedish teachers and for- on Mexico’s image in Germany in 2000. eign representatives of the party groups in the The Netherlands has not surveyed its national . image in any systematic way. The embassies report on the media image when there is cause to International approaches do so, and are expected to provide such reports Finland’s Ministry of Foreign Affairs compiles when the Netherlands occupies the EU presiden- daily media summaries and posts them at its cy. As the country upgrades its ‘public diplomacy’ website. They are subsequently assembled in an in relation to a number of focus countries, more annual publication. Finland invests heavily in systematic feedback may be forthcoming. press visits – some 300 journalists a year are invit- Norway commissioned a , the ed – and in persuading internationally ranked London Foreign Policy Centre, to carry out a authors to write books about such Finnish phe- study of Norway’s image in a number of different nomena as the IT society. countries, based on interviews, questionnaire sur- France keeps a close eye on the publicity it veys and opinion polls. Its findings are presented receives in countries where it has an ‘image prob- in a report, ‘Norwegian Public Diplomacy’, in lem’, but does not otherwise provide any regular which a strategy is formulated. The embassies 13 The embassies are important to disseminate the image of Sweden.

14 report regularly to the Ministry of Foreign Affairs 50 countries, and the results are posted at on the media image in their respective countries. www.people-press.org.. The organisation responsible for Norway’s cente- Austria uses largely the same methods as the nary celebrations in 2005 commissioned a survey Swedish Ministry for Foreign Affairs in seeking to of eight European countries and found that determine the country’s image abroad. It works Norway is not exactly regarded as a great human- extensively with its 29 cultural institutes – known itarian power in the European community. as cultural forums – for political and cultural Via the British Council, the UK has set up a investment abroad. programme of quantitative and qualitative sur- Since 1973, the European Commission has been veys to determine how 33 foreign countries per- carrying out regular surveys of public opinion in ceive Britain. Focus groups are concentrating on the member states via the Eurobarometer. As a how the next generation in the political, cultural rule, it conducts six surveys a year, using four differ- and business spheres view different events and ent approaches: the standard barometer, with developments in the country. 25,000 interviewees, a ‘flash service’ with telephone The US works very actively via the State interviews, ‘flash target groups’ addressing opinion- Department’s International Information Pro- makers, politicians and businesspeople, and a ‘qual- gramme (IIP) to develop America’s image abroad. ity service’ using focus groups. Outside parties can Studies are commissioned from foreign polling no longer hook into questions in the institutes, usually in the form of omnibus surveys Eurobarometer, which is available on the Internet where countries can hook into the questions of at http://europa.eu.int/comm/public_opinion/ their choice. Focus groups are employed to bring index_en.htm. to the surface issues that would not otherwise emerge, and they also provide a good insight into The SASU method how people think abroad. Via its embassies, the For SASU, a combination of methods has been US monitors the outside world’s media reactions used: 1) a study of ‘Sweden in the Foreign Media’, and provides a daily review of the most important 2) individual interviews with about a hundred editorials, which are published on the State people in Sweden and six other countries: Department’s website, embassy representatives and representatives of www.usinfo.state.gov/products/medreac.htm. promotion bodies, Swedish and foreign corre- An independent undertaking, the ‘Pew Global spondents, journalists, politicians and other opin- Attitudes Project’, studies regional views on such ion-makers, 3) a questionnaire survey of 25 mis- matters as globalisation and trade, and attitudes sions abroad, 4) a questionnaire survey of 40 to democracy, and on other key issues such as ter- Finnish-speaking teachers, and rorism. The project encompasses 75,000 people in 5) participation in seminars in 2004. 15 “A new myth about the Swedish model is circulating in Europe and attracting a growing number of French – and European – ministers in their search for new ideas.” La lettre de L’Expansion

Changes in Sweden’s image, 1936–2003

The changes in Sweden’s image abroad noted in and lacked the courage to come down firmly on the present study are based both on the contents the side of democracy and freedom, and a neutral of previous reports and on the UD-PIK’s annual country that became a haven for many and did summary, ‘Sweden in the Foreign Media’ from important humanitarian work, with figures like 1968 onwards. These summaries in turn are Folke Bernadotte and Raoul Wallenberg as the mainly based on press clippings from the principal icons. embassies. The period up to 1989 is dealt with After the war, Sweden had a material advantage more cursorily, after which the material is exam- over other countries and could afford to experiment ined in greater depth the closer we get to our with economic and social models. Also, our image own times. included a policy of neutrality that had kept us free from war for 150 years. We were considered peace- The years 1936–1967 able, sensible, hard-working and perhaps a bit The 1936 book ‘Sweden, the Middle Way’ by unimaginative and formal. In one area, however, we American author Marquis Child profoundly were thought rather more exciting – sex. Films like affected Sweden’s image in the world. It had a ‘Summer with Monika’ and ‘One Summer of considerable impact in the US, but also affected Happiness’, together with the activities of the the Swedes’ own self-image and became some- National Swedish Association for Sexual thing of a touchstone for Sweden. The war years Information, helped spread the image of a sexually generated two approximate images of the coun- liberated people. When American president try: a neutral country that indulged the Dwight D Eisenhower subsequently gave voice to 16 S c a n p i the misconception that Sweden had the highest Swedish politics, with equality as the goal. x S w e d e suicide rate in the world, two enduring clichés Palme’s strong commitment and ideology, his n were born. increasingly fierce criticism of the , The Swedish model was a popular theme in his other international statements, his efforts to the 1960s, when it was both praised and abused. mediate between and , his losses at the A critical image that recurred over the years was 1976 and 1979 elections and his return to power one of Sweden as a boring country where the in 1982 – all received widespread publicity individual was suffocated by invasive care and abroad. When he was murdered in 1986, some consideration and where power-hungry bureau- 1,000 foreign journalists rushed to Stockholm crats hounded a people lacking in moral fibre. and Sweden received more publicity than ever Our criticism of the Vietnam war and the fact before. that we took in American deserters made Following the change of government in 1976, Sweden more visible in the US. Sweden was increasingly described as a normal country, the Swedish model came in for increas- The years 1968–1988 ing criticism, and many thought Sweden’s Outside the sporting arena, reporting from famed consensus had breathed its last when a abroad over the next two decades was dominat- general strike broke out in 1980. When the (1927–1986) ed by two themes: the Swedish model and Olof Russian U-137 ran aground outside Karlskrona Palme’s actions and person. in 1981, it was the start of several years’ report- The Swedish model aroused both admiration ing on submarine activity along Sweden’s and criticism. In France, for instance, it was con- coasts. Among the negative images of Sweden sidered something to aspire to. Other countries projected in the 1980s was that of a ‘children’s became increasingly critical of parts of the gulag’ (a reference to children being taken into model or of the model as a whole. A major strike care under the Child Welfare Act). A year of at the state-controlled LKAB mines in 1969 was special note was 1984, when many writers drew taken as a sign that consensus in the Swedish parallels between Sweden and George Orwell’s labour market was beginning to crack at the dystopia, ‘1984’. In the 1970s, however, new seams. A number of books set the tone for this issues came to public attention, such as environ- type of criticism. mental care, gender equality and immigrant Olof Palme was elected party leader in 1969 integration policy. and from his first day as prime minister was a Except for the murder of Palme, most news figure of considerable interest to the foreign from Sweden during this period concerned media. They viewed his accession to power as sport, and particularly Björn Borg. Sweden’s evidence of a more radical leftist trend in giant international corporations also generated 17 publicity throughout this period. With their and taking a step towards Europe. In 1992, victory in the Eurovision Song Contest in 1974, Sweden’s economic problems mounted. We ABBA presaged Swedish pop music’s interna- were no longer perceived as a unique country tional breakthrough. but, with EU membership round the corner, increasingly as just another small European The years 1989–2003 state. Meanwhile, the foreign press continued to The year 1989 transformed Europe. In news write in favourable terms about Sweden as a terms, however, Sweden was overshadowed by tourist destination and about the country’s suc- events to the East. The dramatic developments cesses in the pop music sphere. As the decade in Eastern Europe washed in over Sweden in developed, our only living international celebri- 1990, accompanied by economic crisis, propos- ty in the arts field, Ingmar Bergman, found him- als for a freeze on wages and industrial action, self joined by Astrid Lindgren. and the departure of the minister of finance. In terms of headlines, 1994 was another record The Government applied to join the EU, a year: parliamentary elections with a change of move that was interpreted by the outside world government, the EU referendum, the Estonia as the collapse of the Swedish model. disaster, and, in particular, all the sports stories, The Frankfurter Allgemeine Zeitung summed headed by Sweden’s successes in the World Cup up the change: “For decades, the Swedes – who (football), the Davis Cup (tennis) and the managed to avoid being drawn into the world European Championships in Göteborg (athlet- wars but earned good money from them – have ics). Sweden’s ‘yes’ in the EU referendum – remained entrenched in their own distinctively albeit by a small majority – was well received. y r

a insular role. Content with their wealthy econo- The Berliner Morgenpost wrote: “By saying yes, r b i L l a y my and exemplary social welfare system, and the Swedes are saying goodbye to almost two o R e h T /

d conscious of their moral superiority, not to say hundred years of neutrality. Their self-imposed e i r n r e

H their imperious , they have gazed down isolation in the northern corner of the conti- z n i e H l r on the rest of the world. And now – everything nent is coming to an end. This radical turn- a K © e s

. is different.” around necessitates a new policy approach, and n e d e w s

. The watershed became apparent to all in 1991 this is something the pro-Europeans in Sweden k n a b e g a when the Social Democrats lost the election to will have to convince their sceptical compatri- m i . w w w the centre-right opposition. The new prime ots that the country needs.” Ingmar Bergman minister, , declared that the Swedish With the exception of the election of Göran model had been “cast upon the scrapheap of Persson as the new party leader and prime min- history”, and the outside world took this to ister in 1996, political news from Sweden con- mean that Sweden was swinging to the right tinued to wane. A couple of historical references 18 w w w . i made an international impact in 1997, however: and employment policy measures such as relief m a g e b a n

Sweden’s role in the Second World War and its work and training programmes. k . s w e d e forced sterilisation programme during the In 2002, foreign reporting included favour- n . s e © P

1930’s. Interest in Sweden grew during the 1998 able articles on Swedish design and tourism – å l N i l s elections. Reference was also made to Sweden’s particularly the ice hotel in Jukkasjärvi, which N i l s s o n / T

wait-and-see policy on EMU, to Swedish com- continued to attract world attention – and on h e R o y a panies, to Stockholm as the Culture Capital of IKEA’s and H&M’s new outlets abroad. l L i b r th a r Europe, and to both Ingmar Bergman’s 80 In September 2003, Sweden became a focal y birthday and Selma Lagerlöf’s 140th. The most point for the world’s media. The murder of extensive coverage, however, was reserved for and the Swedish people’s rejection the discotheque fire in Göteborg that claimed of the meant that not since the murder of 63 lives. Olof Palme had so much been written, said and The new millennium began with a record screened about our country in the international year for Sweden’s image abroad. A large number media. Many took the opportunity to look clos- Astrid Lindgren of favourable articles were published, covering er at the society in which the murder had taken (1907–2002) different areas: The Holocaust conference, place and which had rejected monetary union – Newsweek’s article describing Stockholm as a both favourable and unfavourable aspects of Scandinavian Seattle, which generated articles Swedish society were highlighted. France exam- about Medicon Valley and the Öresund Bridge, ined the ‘stainless-steel Swedish model’ with its pop stars who recorded in Sweden, and success- blend of liberalism, deregulation and flexibility, es for companies like IKEA and Ericsson. and the unshakeable with its The year 2001 was another record year, during extensive public services and heavy tax burden which Sweden placed itself firmly on the still in place. European map as a result of its successful presi- dency of the EU. Prime Minister Göran Persson Analysis of changes in Sweden’s image abroad and Minister for Foreign Affairs Anna Lindh Foreign media have displayed greater interest in became well-known international figures as a Sweden in recent years than the size of the result of pictures, statements, interviews and country might seem to warrant. Interest was personal portraits. Swedish lifestyle attracted strong between the 1960s and 1980s but faded growing attention in various journals, not least as Europe underwent change in 1989. Since we in France, and Japan took a closer look at various joined the EU in 1995, the amount of coverage aspects of the Swedish model such as childcare, is more in line with what might be expected. care of the elderly, gender equality policy, group Most interest has been focused on Sweden’s accommodation for elderly dementia sufferers, economic successes, the Swedish model and the 19 country’s neutral position between the great Sweden’s membership of the EU has altered power blocs. Spectacular events also played their our image abroad in many respects. The 2001 part: the murders of Olof Palme and Anna presidency received a good press and made Lindh, and the Chernobyl and Estonia disasters. Göran Persson and Anna Lindh familiar figures At the same time, there has been a largely in many parts of the world. The country’s firm favourable flow of news from the sporting and rejection of the euro, however, disappointed business worlds, and also about Sweden as a many European media. The principal effect of place to visit. The Nobel prizes have been the membership on our media image, however, has single most positive annual item in foreign been to place us among other European coun- reporting. tries and turn us into a more ‘normal’ minor The Swedish model has been a long drawn- European state. out bestseller, either as a goal to aspire to or as Globalisation and the relatively large number something to avoid. Like Sahrimnir, the cosmic of Swedish multinational companies has led to boar of Nordic mythology, the Swedish model a steady increase in coverage of this sector. has risen from the dead in a new form – pension Sweden as a place to visit has also received wider schemes, policy, and the care of children, coverage year after year. Sport is a sphere that the elderly and the disabled – and as such has has yielded extensive and largely favourable influenced the social discourse in countries like publicity. Björn Borg is in a class of his own in Canada, France, Germany, Japan and the UK. this respect. Recurrent themes have been Sweden’s neu- In the arts field, Ingmar Bergman has been trality – later non-alignment – and its long peri- the most famous Swedish for many years. od of peace, its solidarity with the Third World, At her death, Astrid Lindgren, too, was widely its role as mediator and its self-assumed role as known. In the pop music field, ABBA have long the conscience of the world. Prominent topped the list, while other groups have become in the news have included Raoul Wallenberg, well-known without being linked so closely to Dag Hammarskjöld, Carl Bildt, Rolf Ekéus and Sweden. Hans Blix. Just as people were for or against the The clichés about Sweden and the Swedes have Swedish model, they were for or against Olof persisted down through the years, particularly Palme. He aroused strong feelings in the media those concerning sex, melancholy and suicide. throughout the world – in the US for his oppo- The murders of government ministers aside, sition to the Vietnam war, in the Third World the image of Sweden presented in the foreign for his declarations of solidarity and in Europe media has been predominantly favourable dur- as an ideological icon. ing the period under review.

20 “Sweden’s success story has lessons for the world.” International Herald Tribune

The current media image

Press, radio and TV President of the new European Commission After the tumultuous events of 2003, 2004 drew comment in several member states. proved a more ‘normal’ media year in terms of Based on a UN report about researchers, the A ‘n ormal’ Sweden’s image abroad, until Boxing Day and International Herald Tribune wrote under the med the tsunami disaster. heading, ‘Sweden’s success has lessons for the ia year The events that received the greatest media world’, that “Sweden is probably the most suc- coverage did not have the same international cessful country in the world” and “a magnet for appeal as those of the previous year: the Swe- the world’s most driven working talents.” dish–Israeli art row at the National Historical The left-wing British journal New Statesman Museum, the trial of Anna Lindh’s murderer, described how the Social Democrats had man- the King’s statements in Brunei, the transition- aged to update their policies by “creating a bal- al rules for the new EU member states, and the ance between sound economic development Knutby murder. and social solidarity”. The Economist was The extensive visits undertaken by the Prime impressed by Sweden’s social policy initiatives, Minister and the Minister for Foreign Affairs and wrote: “If politics were a commodity, during the year received publicity in the coun- Sweden would have a large surplus in its balance tries visited. In conjunction with the elections of payments”, noting that aspects of Sweden’s to the European Parliament, the anti-EU June family and employment policies had been List and the Swedes’ indifference to the Union exported to the UK. attracted a certain amount of attention. The The British Financial Times carried a major appointment of Margot Wallström as Vice- story about Göran Persson explaining to his

21 L a r s - O l o f L u n d b e r g

Exhibition at Tate Modern, London.

German counterpart, Gerhard Schröder, how American and Japanese magazines in particular economic success could be maintained without but also daily newspapers have published arti- renouncing social responsibility. The French cles about Swedish design. Enthusiastic articles weekly, L’Express, expressed its admiration for about Sweden as a tourist destination are still the Swedish public sector, which “works on coming in. Stockholm in particular has attract- business principles”, and a number of French ed interest as a cool, interesting city with a calm, media reported how a secretary of state had beautiful archipelago by way of contrast. been amazed “at the Swedes’ faith in the state”. Lapland is once again an exotic theme, and Another British paper, , described continues to receive press Sweden’s welfare system in general and child- acclaim. care in particular in favourable terms. In the arts field, Ingmar Bergman was as usual In the business world, besides the expansion a focal point, this time in connection with the of IKEA and H&M, Volvo’s specially designed screening of ‘Saraband’, along with ABBA, this car for women attracted the most attention. time in connection with Mama Mia and the clo- Swedish IT, which became less newsworthy sure of the Polar recording studio. Other promi- after the ‘IT bubble’ burst at the turn of the cen- nent names have been Henning Mankell, the tury, is once again a topic, not least in Japan. Esbjörn Svensson Trio (EST) and the Cullberg

22 dance company. The of the The British Foreign Office’s trade promotion for literature to Elfriede Jelinek met with mixed pages describe Sweden as an attractive proposi- reactions in her native country, Austria. In the tion for British exporters. sports field, Anja Pärson’s ski triumphs, Zlatan Ibrahimovic’s backheeled goal in the European www.cia.gov/publications/factbook Championships, and the Swedes’ Olympic gold The American intelligence agency, CIA, pres- were the main stories abroad. Other- ents a ten-line summary of Sweden’s transition wise, the most prominent personalities in the from great power to EU member. foreign media during the year were Ingrid Thulin, as a result of her death, Hans Blix, for www.news..co.uk his book, ‘Disarming Iraq’, Sven-Göran Eriksson Under the heading ‘A decade of uncertainty’, for his achievements both in football and in his the BBC lists important events in Sweden from ‘vie amoureuse’, which Le Monde referred to as the submarine hunts of the 1980s to the convic- ‘Svengate: England’s summer soap opera’. tion of Anna Lindh’s murderer in 2004. The major news story of the year from Sweden was the Boxing Day tsunami disaster in In books South East Asia. Sweden was the country out- The way foreign writers portray Sweden in side the region to suffer the most casualties in books has had a particularly strong impact on the form of dead, injured and missing, which Sweden’s image abroad ever since Marquis prompted some 35 media companies to send Child’s ‘Sweden, the Middle Way’ was pub- representatives here, including 20 TV teams. lished in 1936. The coverage was greatest in the Nordic coun- In the field of business literature, there are a tries, but other European countries, North number of current books that offer background America and / showed information and examine cultural differences considerable interest in Sweden as well. and conflicts in Swedish business life. One of the most thorough and wide-ranging is To Be, On the Internet Not To Be Seen – The Mystery of Swedish Business Images of Sweden can be found on many for- (2001) by Jerry Hagstrom. He suggests that con- eign institutions’ websites, including the sites sumers throughout the world know Sweden for of media companies, think tanks, tourist its quality products. guides, foreign ministries and security services, Some English-language tourist guides offer a etc. Here are three examples: flattering picture of Sweden. The Rough Guide www.trade.uktradeinvest.gov.uk To Sweden (UK 2003) thinks that Sweden is rel-

23 atively unknown and still one of Europe’s best- International comparisons kept secrets. Lonely Planet Sweden (Australia The ISA website, www.isa.se, shows how 2003) wonders who wouldn’t like to live up to Sweden rates in international comparative the Swedish stereotype: tall, blonde, beautiful, studies of various kinds. Here are some con- athletic types who are at the cutting edge of densed illustrations of Sweden’s ranking in var- technology, nicely looked after by the state, liv- ious world tables in 2004: ing comfortable, well-designed lives and spend- • currency rating: AAA, ing their long summers eating meatballs and lis- • use of information and communication tech- tening to ABBA. A Hedonist’s Guide to Stockholm nology: 4, (UK 2004) finds this lively little metropolis the • GDP per capita corrected for purchasing most “up-and-coming place to drink, eat and power: 14th, party” in Europe. The American guide 1000 • leading innovation centre among 23 European Places To See Before You Die (2003) finds ten of cities: Stockholm, them in Sweden. • preparedness for e-learning: 1st In the British Council anthology Swedish • English language skills among 15–16-year-olds Reflections (2003), the reader can learn how a in eight EU countries: joint 1st number of British novelists have perceived • creativity among European countries: 1st Sweden down through the years. Among cur- • resources invested in innovation among EU rent biographies, ‘Bokslut’ (2004) by Finland’s countries: 1st Max Jakobson is worthy of note. During his • social, economic and environment-related time as ambassador to Stockholm, he found that indicators combined: joint 1st with the other “Swedish society was like a kaleidoscope in , which the picture was forever changing, • welfare in Europe: joint 1st with the other depending on which way you turned it: (...) In a Nordic countries, nation that has lived in peace since 1814, change • security for wage-earners: 1st takes place slowly, the structure is enduring.” • university ranking: Karolinska 6th in Europe, A look at some well-stocked bookshops in 39th in the world London, Dublin and New York showed that the • productivity in 12 industrial countries: 2nd, most widely displayed Swedish authors translat- • top executive salaries: 1st in the EU, 3rd in the ed into English were Henning Mankell, P O world, Enquist and . • competitiveness: 3rd, and • environment among 30 OECD countries: 1st.

24 w w w . i m a g e b a n k . s w e d e n . s e © R i c h a r d R y a n / S t o c k h o l m V i s i t o r s B o a r d

www.imagebank.sweden.se © Marie Ullnert/Pressens Bild www.imagebank.sweden.se © Charles Hammarsten/IBL 25 Sweden’s image in 23 countries and one city

For the purposes of SASU, Sweden’s image has been examined in 23 countries of interest from a promotional and comparative viewpoint, and also in Brussels to provide a European perspective. This has been done by means of an embassy questionnaire to 25 Swedish missions abroad, interviews with Swedish and foreign representatives in Stockholm, and visits to six countries (referred to below as the study). In addition, 40 Finnish-speaking Swedish language teachers in Finland have been surveyed separately (the Swedish teacher survey).

“I think about a modern, human and delightful country.” Lord Radice s t o c k . x c h n g

sphere, they are familiar with the royal tourist destination. Interest in Swedish tria family, neutrality, EU entry and the 2001 pop music. Best-known Swedes outside Aus ts habitan llion in presidency, the pension reform and the pop and sports: Ingmar and Ingrid 8.1 mi decision to remain outside EMU. For Bergman, Saint Birgitta, Queen Silvia and Austrians, Sweden is a model welfare Alfred Nobel. The embassy survey society. The media generally present Sweden is very well known (5 out of 5*) Sweden in a favourable light. Personali- The study and is associated with elks, forests, the ties: Astrid Lindgren, Anna Lindh, the Sweden has a “highly respectable image”, cold, Astrid Lindgren, Henning Mankell, royal family, Henning Mankell and Alfred but most people in fact know little about IKEA, the midnight sun, gender equality, Nobel. the country. For some, however, it is the beautiful women, sparsely populated and perfect society. Certain Swedish products heavily taxed. Austrians have a very posi- are thought to be Brazilian, including tive attitude (5 out of 5) towards Sweden, zil . Personalities: Olof Palme, Carl Bra ts habitan and feel that the Swedes are skilled, cor- illion in Bildt, Ingmar Bergman, Ingrid Bergman, 84.1 m rect, polite, linguistically accomplished, 1 and Greta Garbo. musical and inclined to drink. Culture clashes are not to be found. The best- The embassy survey known brands are IKEA, Ericsson, Volvo, Sweden is fairly unknown (2 out of 5), ada an ts C habitan Radisson SAS, Husqvarna and H&M. The associated with the 1958 World Cup in llion in 2.5 mi products are considered modern, hi-tech football, lorries, sparsely populated, a cold 3 and functional, and investment in northern country with a high suicide rate. Sweden is considered a profitable ven- Those who are familiar with Sweden take The embassy survey ture. Austrians like the idea of visiting a favourable or highly favourable view of Sweden is fairly well known (4 out of 5) Sweden as tourists, attracted by contact the country (4 out of 5) and regard it as a through its ice hockey, IKEA, Volvo and with nature, the special light, the tran- very good place to live. The Swedes are possibly Absolut Vodka. Otherwise, only quillity and the culture. They are aware of viewed as politely reserved but well edu- specialists have in-depth knowledge of certain traditions, food, music and films. cated and possessing a high work ethic. the country. A fairly positive (4 out of 5) In the historical field, they know of the The best-known companies are Volvo, image. The similarities are greater than Viking era, the Vasa era, the Thirty Year Ericsson, Scania, Electrolux and Sandvik. the dissimilarities. The best-known War and the welfare state. In the political Those who are familiar with Swedish brands are Volvo, Saab, IKEA and products consider them to be of high Husqvarna chainsaws. Products thought * On a 5-point scale, 1 is unknown and 5 is quality. Favourably disposed to Swedish to be of high quality. Unknown as an very well known. investments in Brazil. Sweden exotic as a investment country, can imagine going to

27 Sweden as a tourist. Knowledge of Sweden’s international role and the fact study hard so that they will win one of Swedish culture confined to Ingmar that it was the first country to recognise the . Jan-Ove Waldner is very well Bergman and ABBA. Familiar with the the People’s Republic. Among the China known, and Swedish pop music is big in international role of Hans Blix and UN elite, there is interest in and possibly even China. The East India Voyager Project is activities. The media are often favourably admiration for the Swedish model. important. disposed. Personalities: Olof Palme, Hans Personalities: Jan-Ove Waldner, Alfred Blix, Anna Lindh and Ingmar Bergman, Nobel and ABBA. Not very much about c plus Börje Salming and other hockey Sweden in the media. epubli stars. h R ts zec habitan C illion in The study 10.2 m While Sweden is no longer as special as it hina was prior to EU entry, it is still of interest C bitants on inha 8 milli due to its welfare reforms and its taxes. In The embassy survey 1,298. enlightened circles, the Chinese are Sweden is very well known (5 out of 5), familiar with the welfare society and mainly for its social security system/wel- The embassy survey environment protection, and Sweden’s fare state. Czechs take a highly positive Sweden relatively unknown (1 in 5), asso- reputation as a peace-loving people. view of Sweden (5 out of 5), only slightly ciated with Volvo, Jan-Ove Waldner and What distinguishes Sweden is that it is less favourable than that of the Slovaks, beautiful countryside. People have a well organised not only among public according to regular opinion surveys. No favourable image (4-5 out of 5) and also authorities and private companies but culture clashes except in the way people view the Swedes in a positive light. also deep in the Swedish mind. The view gender equality, ethics and morality. Culture clashes do of course exist, but Swedes have cold faces but warm hearts. The best-known companies are IKEA, cooperation works smoothly on the High quality and high prices are a mark of Electrolux, Skanska, Ericsson, Volvo, Saab whole. The best-known brands are Volvo, Swedish products. Everyone who works and Gripen. The products are considered IKEA, Ericsson, ABB and SAS, but among with lorries, for instance, knows that of high standard/quality. Favourably dis- young urbanites only Volvo and IKEA. Volvo represents the highest quality. posed to investments, which are consid- Those who know of them are favourably Sweden is not a hot region for Chinese ered safe. Many would be prepared to hol- disposed to Swedish products, which are investment but has a good reputation in iday in Sweden, but the place is expen- exclusive and of high quality but expen- the fields of telecom and IT. Sweden is a sive. The unspoiled countryside is the sive. In general, Sweden is uncharted ter- young country with a culture that lies main attraction. Familiar with our pop ritory for investors, considered expensive. somewhere between the and hi- music, design, films and to some extent Know nothing about Swedish culture, tech. The Nobel prizes are popular fea- our literature, and also with the Thirty history or domestic politics. Appreciate tures, and parents urge their children to Year War and the war loot, i.e. the Silver

28 Bible. Know little about Sweden’s domes- name actors and pop bands. Can follow Swedish domestic politics in the media. tic or foreign policies apart from the Swedish domestic politics via the media. Sweden is OK in its international role but Swedish model. Media interest in Sweden Sweden is viewed as a natural partner in a bit weak – it places its trust in the is limited, but the pension system is seen the EU, the UN and other international Finnish defence – and unnecessarily cau- as a good model. Personalities: Ingmar forums, and also as a ‘benchmark coun- tious in remaining outside EMU. Very Bergman, Astrid Lindgren, Alfred Nobel, try’. extensive media coverage. Best-known Olof Palme and perhaps also Anna Lindh. personalities: the Swedish royal family, Astrid Lindgren, Anna Lindh, Sweden’s land national ice hockey team, Gustav Vasa, Fin ants Selma Lagerlöf, Ingmar Bergman, ABBA rk inhabit ma million en ts 5.2 and numerous sports stars. D habitan llion in 5.4 mi The Swedish teacher survey The embassy survey The first things the Swedish language The embassy survey Sweden is very well known (5 out of 5) as teachers thought of when they heard the Sweden is very well known (5 out of 5) a neighbour, a competitor and a partner, word Sweden were, in descending order, and people take a favourable view of the and Finns have a fairly or highly positive Stockholm, the royal family, the language, country (4 out of 5). The Swedes are con- attitude to Sweden (4-5 out of 5). Few neighbouring country, culture, welfare, sidered helpful, engaging and open to other countries in the world are so closely friends and relatives, cultural diversity other cultures, while Sweden itself is familiar. Swedes are regarded as being and the countryside. The best things were regarded as a ‘country of prohibitions’. “like us”, but weaker and not so good at the language, the culture, the proximity, There are many similarities but there are making decisions. Culture clashes occur the similarity with Finland, the beauty also some surprising differences. The in the business world. The best-known and Stockholm. The worst things were best-known brands are IKEA, Ericsson, companies are Nordea, TeliaSonera the Swedes’ arrogance, big brother ten- H&M, Volvo and Saab. Swedish products (thought to be Finnish), Volvo, IKEA, dencies, the high proportion of immi- denote quality. Very favourably disposed Ericsson and H&M. Products are good as grants, the failure to introduce the euro to investments in Sweden, which is long as they do not compete with Finnish and the difficulty of reaching decisions. viewed as a domestic market, rapid ones, references to Nordic quality. Good The five best-known brands were Volvo, growth in the Öresund region. Five out of investment country. Highly likely to visit Ericsson, IKEA, Arla and H&M. As visi- ten think it likely they will holiday in Sweden as tourists. Finns know a tremen- tors, the teachers were attracted by Sweden. read a number of Swedish dous amount about Swedish culture and Stockholm, the culture, the language, the authors such as Henning Mankell, are very familiar with the two countries’ countryside and Sweden’s proximity. The Kerstin Ekman and P O Engquist, can common history. Extensive coverage of best-known personalities were Göran

29 Persson, Olof Palme, Anna Lindh, Astrid life and social planning are all based on it. read people in France know of August Lindgren and . Sweden’s international position has been Strindberg, Selma Lagerlöf and Henning On the question of what the Swedish weakened since the euro referendum. The Mankell. The well educated are familiar language teachers believed their pupils cultural scene is more extensive than in with the Vikings, the great power era, thought of when they heard the word Finland. Personalities: Ingmar Bergman, Bernadotte and Sweden’s policy of neu- Sweden, the most common answers were ABBA, Olof Palme and the Wallenbergs. trality. Know little about Swedish domes- the Finland-Sweden ferries, the language tic politics beyond welfare and high taxes, (including ‘compulsory Swedish’), music generally aware that Swedes are and films, Stockholm, sports meetings nce Eurosceptics. Favourable media image, between the two countries, the royal fam- ra ts particularly as regards research, social F habitan ily and homosexuals. Regarding Swedes: illion in issues and manufacturing. Best-known 60.4 m don’t know any, positive image, preju- Swedes Ingmar Bergman, Alfred Nobel, diced, Swedes are like Finns, Swedes con- Björn Borg, Carolina Klüft, Crown sider themselves superior. The pupils were The embassy survey Princess Victoria and ABBA. predominantly in favour of learning Sweden is fairly well known (3 out of 5) Swedish although some were against it among ordinary French citizens, associated The study and the boys could be difficult to moti- with such concepts as welfare state, tech- Sweden is in the margins of Europe. vate. nology, nature and national wealth. Characterised by a willingness to compro- Favourable image – probably 4 out of 5 mise, anxious to avoid conflict. Gender The study among those who have any opinion in the equality informs all areas. The Swedes Sweden has always been one of the most matter. The Swedes are considered serious, appear cold but there is warmth, very important countries for Finland, e.g. in reliable, competent, straightforward, envi- carefully controlled. Complicated self- terms of history, Swedish minority, dur- ronmentally aware – perhaps a little cold image, want to be humble but feel they ing the , and the close resem- and lacking in spontaneity. Complications know slightly more than others. Good blance to Finland – constant comparison. as regards business culture. The best- products and design. The ‘everlasting’ The Swedes seek security, the culture of known brands are IKEA, Ericsson, Volvo, Swedish model is progressing and being consensus is different. Swedish products Saab and H&M. High quality. For invest- revitalised, and is of interest to certain are good, found everywhere in Finland. ment purposes, Sweden is seen as a small, French people – including cabinet minis- As tourists, Finns know little about sophisticated market, a base for the Scan- ters – in such areas as road safety, disabil- Sweden beyond Stockholm. Swedish dinavian market as a whole. Stockholm ity policy, labour market collaboration, domestic politics different from Finnish (for weekend trips) and Lapland are attrac- pensions and the month of parental leave in many respects. The Swedish model is tive tourist propositions. reserved for fathers (‘dad’s month’). living – the whole approach, the way of Ingmar Bergman is widely known, well- Sweden adopts a British attitude to the

30 EU without a direction of its own – lacks films, music and literature; they read clas- of the Swedes, who they find friendly, long-term objectives. Ingmar Bergman sic Swedish authors, and Henning pleasant, naive, starry eyed and introvert. and ABBA are the big names in the Mankell has become a really big name. Characteristic of the Swedes is their pen- Swedish cultural field. Know a great deal about Swedish history, chant for moderation in all things. The especially the Thirty Year War. Well edu- Swedish consensus mentality gives rise to cated Germans know something about culture clashes in the business field and in y Swedish domestic politics, while the wel- working life, where it is felt that Swedes an fare state is a familiar theme, known never come to a decision. “It’s like a rub- erm ts G habitan illion in nowadays for its gender equality policy ber wall with no rebound.” Swedes basi- 82.4 m and childcare facilities in particular. In cally think that everything they have is general, the German media treat Sweden best and that what comes from without is The embassy survey well. Personalities: Gustav II Adolf, dangerous. Given its size, Sweden is surprisingly well August Strindberg, Selma Lagerlöf, Hans Swedish products denote high quality, known in Germany. Germans associate it Blix and Henning Mankell. expertise and service-mindedness, as well primarily with nature, beautiful country- as great technical skill, and they are side, forests and water, plenty of space and The study robust, safe and reliable. But Sweden is no an unspoiled environment. But they also Sweden is well known at all levels of soci- longer automatically associated with qual- think of the Swedish welfare state and ety and in all parts of the country. ity – it has to prove itself each time. IKEA high tax levels. For the most part, they are Northern Germany is our only foothold is noted for deliberately emphasising its favourably disposed to Sweden and also on the European continent, yet we Swedishness. Investments may be inter- view Swedes in a predominantly Swedes neglect the country almost totally. esting, but the markets of the future are to favourable light. Some marginal culture Germans associate us with the royal fam- be found in Eastern Europe. Some 1.7 mil- clashes exist. Germans are mainly famil- ily, nature, certain authors, sport, some lion German tourists already visit Sweden, iar with IKEA, Volvo, Saab, H&M and pop music figures, and elks, forest, free- but the potential is much greater. Nature, Ericsson, and have a fundamental belief dom, the right of common access to the the wide open spaces and the legendary in Swedish companies and businesspeo- countryside, and house purchases in elks are the main attraction. A large num- ple. The products are associated with tra- Småland. Sweden can make dreams come ber of Swedish cultural practitioners are dition, quality and design. An interesting true. Germans take a positive view of well known to the German public, headed investment country in many respects. By Sweden: 8-9 on a 10-point scale. The best by three icons: Ingmar Bergman, Astrid tradition, Sweden has been an important things are the country’s openness, trans- Lindgren and Henning Mankell. Germans tourist destination among Germans, and parency, comfort and stability. The worst in general are tremendously interested the numbers are increasing. Those inter- features are Sweden’s climate and social and often know more about Swedish his- ested in culture are familiar with Swedish controls. Germans take a favourable view tory than we do ourselves, so we are often

31 w w w . i m a g e b a n k . s w e d e n . s e © J a n T h a m K a t s u h i k o T o k u n a g a

www.imagebank.sweden.se © Fredrik Tellerup/Malmö Turism 32 bettered in discussions. Swedish domestic culture relatively unknown except for Well-off Indians can conceive of visiting politics are perceived as consensus-orient- pop music groups and Nils Holgersson. Sweden as an exotic, beautiful and clean ed, polite and tedious, and Germans are Know nothing about Swedish history and tourist destination. In the cultural field, aware of the reformed Swedish model. domestic politics, except for the welfare only Ingmar Bergman is known. In edu- Besides those mentioned above, well- model. The media treat Sweden very well. cated circles, Indians are familiar with known Swedish personalities include Personalities: Raoul Wallenberg, Ingmar Sweden’s non-alignment, UN role and Gustav Vasa, Gustav II Adolf, Gustav III, Bergman, Olof Palme, Björn Borg and solidarity with the Third World. The five Carl XVI Gustaf and Queen Silvia, Göran Anna Lindh. best-known personalities are Alfred Persson, Anna Lindh, Ingrid Bergman and Nobel, Ingmar Bergman, Björn Borg, Olof the heads of IKEA and Vattenfall. Palme and ABBA. A comparatively large amount is written about Sweden – most- dia ly about Swedish enterprise. In ants inhabit million gary 1,065 un s H abitant lion inh 10 mil The embassy survey and Irel ts habitan The urban, well-educated, English-speak- llion in 3.9 mi The embassy survey ing minority – amounting to a few dozen Sweden is fairly well known (4 out of 5) or perhaps a hundred million – tend to and is associated principally with the wel- view Sweden either in a negative light The embassy survey fare model. Hungarians take a very posi- based on the Bofors Affair and ‘sinful liv- Sweden is fairly or very widely known tive view of Sweden (5 out of 5), although ing’ or in a positive light, based on wel- (4–5 out of 5) as an efficient, modern wel- Swedes and Scandinavians in general are fare, justice, social responsibility and suc- fare state, and as the country that pro- thought cold and remote and too fond of cessful aid projects. Sweden is little duced ABBA. The Irish have a fairly posi- alcohol. Among the positive symbols are known (1–2 out of 5). On the whole, tive attitude (4 out of 5) towards Sweden, Raoul Wallenberg, Sweden’s actions in favourably disposed to the Swedes. A and consider the Swedes well organised 1956 and Gripen. No major culture clash- number of culture clashes are to be found. and efficient. The best-known brands are es, but Hungarians are more formal and Swedish brands better known than Volvo – symbolising safety and security – more hierarchical. The best-known Sweden itself, including SonyEricsson, Ericsson, IKEA, Saab and ABBA. Quality brands are IKEA, Electrolux, Volvo, Saab, Volvo, Electrolux, Tetra Pak and Oriflame. and reliability. Unknown as an invest- Ericsson and Gripen. Regarded as being Quality and good design, Volvo buses ment country. Exotic place to visit for of high quality and reliable. Too cold and widely known. Sweden unknown as an tourists seeking the outdoor life. Know expensive to holiday in Sweden. Swedish investment country outside the IT sector. little about Swedish culture – Ingmar

33 Bergman, the Nobel prizes and ABBA, whose musical ‘Mamma Mia’ has been a aly pan It ts Ja tants habitan inhabi big hit in Dublin. Familiar with the illion in million 58 m 127,3 Vikings and possibly with Sweden’s work in the UN and non-alignment. Sporadic coverage by the media. Personalities: The embassy survey The embassy survey Henrik Larsson, Annika Sörenstam, Sweden is fairly well known (4 out of 5), The vast majority possess no particular ABBA, Sven-Göran Eriksson and with Ingmar Bergman, Anita Ekberg, wel- image of Sweden. But a surprisingly large Henning Mankell. fare and the Nobel prizes as the best- number have a broad and deep under- known symbols. Italians have a fairly pos- standing of our country. Among some The study itive (4 out of 5) attitude and view the groups, Sweden is very well known (5 out The Irish know Sweden as a liberal demo- Swedes with respect, curiosity and a of 5), among others hardly at all (1 in 5). cracy that respects human rights, defends desire to know more. A multitude of cul- Many associate Sweden with welfare, collective agreements and had adopted a ture clashes. The most written-about environment and design. Those with an flexible model. They think of Saab and companies are IKEA, Volvo, Saab, image of Sweden are very favourably dis- Hans Blix: fair, resolute and impartial. Our Ericsson and Tetra Pak. High quality and posed (5 out of 5) and see Swedes as tall best characteristics are problem-solving, a innovative technology. Can very well and blonde. Culture clashes exist. The rational attitude and consensus. Balance imagine visiting Sweden as a tourist, best-known brands are Volvo, Abu between the economy and a liberal social- attracted by such exotic phenomena as Garcia, Hasselblad and, increasingly, welfare system. Not an aggressive nation. the ice hotel, unspoiled nature and a well- IKEA. Pleased with Swedish products. As The worst aspects are the suicide rate, alco- ordered society. In the cultural sphere, an investment country, Sweden is per- hol and the climate, feel we are dogmatic Ingmar Bergman and design. Familiar ceived as both hi-tech and high-cost, with about our successes and find it difficult to with the Swedish model. We have a strong scientific image, thanks to the learn from others. Sceptical towards the become a little more like the other coun- Nobel prizes. Can imagine visiting as a rest of Europe. The Swedes are friendly, tries of Europe. Usually treated tourist, attracted by the Northern Lights, open but dogmatic, not very warm, always favourably by the media. Personalities: the ice hotel and Stockholm. Some know begin with facts, too logical and analytical; Alfred Nobel, Ingmar Bergman, Anita a lot about Swedish culture, history and not driven by passion or conviction. You Ekberg, Olof Palme and Nils Liedholm. the models for pension reform, care of have to work hard to get to know Swedes. the elderly and disabled, childbirth, child- Personalities: Olof Palme, Dag care, gender equality and environment. Hammarskjöld, Hans Blix, Sven-Göran Most know nothing. The Japanese appre- Eriksson, Göran Persson, Alfred Nobel, ciate Sweden’s efforts on behalf of peace Björn Borg and Ingmar Bergman. via the UN and development cooperation.

34 Media treatment impressively favourable. prizes, the King, welfare, nature and the that they are individualitic and mistrust Personalities: Lena-Maria, Astrid Lind- archipelago. Sweden has a highly the authorities, while the Swedes are gren, Ingmar and Ingrid Bergman, ABBA, favourable image (5 out of 5), as have the viewed as more collectivist and compli- Cardigans and Nobel. Swedes. No culture clashes. The best- ant. The best-known companies are known brands are IKEA, Electrolux, IKEA, Volvo, Saab, Ericsson and H&M. The study Volvo, ABBA, Roxette and Tele2. Feel that All have good reputations. Very People in Japan know that Sweden is a the quality is high but the products are favourably disposed to investment in welfare society – 10 or 15 years ago it was expensive. Sweden is the leading country Sweden. The fifth largest group of considered fantastic, today a more bal- for investments in Latvia. Can imagine tourists to Sweden, attracted by our anced view is taken. The Japanese know visiting Sweden as a tourist, attracted by nature, space and tranquillity. Swedish about Sweden and are obsessed with the its countryside, archipelago, the Vasa cinema and theatre are well known, and a Nobel prizes. The free sex image dating Museum and pop music. Familiar with ‘Swedish wave’ has been under way in the from the 1960s still persists. What distin- our culture, history and aspects of our literary field since the 1990s. Familiar guishes Sweden, apart from the cold, is domestic politics. Mixed treatment in the with the welfare state, although the that it looks after people in difficulties. media. Personalities: Alfred Nobel, image is somewhat outdated. Today, the The state takes responsibility, rather than Ingmar Bergman, , ABBA, Netherlands’ own social benefits are the family/individual. The Japanese are Roxette, the royal family och Anna often more generous than Swedish bene- very favourably disposed to Swedish prod- Lindh. fits. The Dutch media generally treat ucts, with their pure lines and sophisticat- Sweden favourably. Personalities: Astrid ed designs. Feel that Sweden has become Lindgren, August Strindberg, Alfred less interesting – it used to play a larger rlands Nobel, Ingmar Bergman and a host of part. Discovering more and more Swedish the ts sports and pop stars. Ne habitan illion in culture, which is considered wide-ranging. 16.3 m

The embassy survey way Nor ts habitan tvia Sweden is very well known (5 out of 5) illion in La ts 4.5 m habitan llion in and mainly calls to mind nature, the wel- 2.3 mi fare society and cars. The Dutch take a fairly positive view of Sweden (4 out of 5) The embassy survey The embassy survey and feel the Swedes are businesslike but a Sweden is very well known (5 out of 5) Sweden is very well known (5 out of 5) bit boring. On many issues, we are ‘like- and is viewed principally as a good neigh- and is chiefly associated with the Nobel minded’. Culturally, the Dutch differ in bour. Very positive attitude (5 out of 5).

35 The Swedes were once Norway’s ‘big Swedes are decent people but cautious IKEA, Volvo, Skanska, Scania and brother’, but no longer. The two are now about making decisions. Have lofty idea Vin&Sprit. Quality, durability and high on a par. More culture clashes than one about themselves but are now coming prices. Investment is not an option. might expect. The best-known brands are back to earth. Greed aside, Swedish com- Happy to visit Sweden as tourists, attract- IKEA, H&M, Volvo, Saab and Absolut panies and products have a positive ed by the countryside, unspoiled environ- Vodka. Great respect for Sweden’s inter- image: Volvo, Saab and Ericsson are typi- ment and safety and security. Poles know national expertise. Interesting country cal in this respect. Good country for much more about Sweden than vice versa. for investors. Many buy homes in to invest in. Sweden’s domes- Regarded as a ‘paradise’ during Poland’s Sweden. The largest tourist group in tic politics are interesting to follow. Did a years as a dictatorship. Ingmar Bergman Sweden, attracted by the good life such as good job as EU president. Pop music the very famous. Know much about our com- eating well, shopping and visiting adven- most prominent cultural feature. mon history. Favourably disposed to ture parks. More familiar with Swedish Personalities: Ingvar Kamprad, Göran Sweden’s international role but uninter- culture, via TV, than many Swedes. Very Persson, Anna Lindh, Ingmar Bergman ested in our EU work. The Swedish model familiar with our common history and and football players. is a magical concept. Personalities: relatively informed about Swedish Sigismund III, Olof Palme, Alfred Nobel, domestic politics. Watching Sweden’s EU Ingmar Bergman and Astrid Lindgren. membership with considerable interest. Sweden is treated very favourably by the nd The study Norwegian media. Norwegians know the ola ts Sweden is well known – some 70,000 P habitan illion in names of hundreds of Swedish personali- 38.6 m Poles live in Stockholm. Sweden is viewed ties, including Astrid Lindgren, Carl as a country rich in both myth and Michael Bellman and Evert Taube. money, with substantial social benefits. It The embassy survey is characterised by great tolerance in all The study Sweden is very well known (5 out of 5) areas, all aspects. It differs in that there The Norwegians know more about and is associated with social security, are no political tensions, the opposition Sweden than we do about Norway. quality, wealth (expensive), gender equal- lacks guts. Swedes avoid confrontation. Sweden is always an important topic. ity, nature and sex. A very positive (5 out They are too keen on consensus, friendly, Characteristic for the Norwegian view is of 5) image. The Poles regard the Swedes you never learn the truth because people that Sweden’s grandeur has faded, that we as humanitarian, stiff, honest, upright, don’t want to offend you, preferring cau- are still the Nordic leaders but only a equal (gender), obedient, friendly but tion. Sweden is a planned society, there is minor state in Europe – we would like to without much humour and lacking reli- no scope for imagination or improvisa- be more important than we are. Class gious faith. Many fundamental culture tion. The Swedes can be annoyingly society in Sweden is more explicit. clashes. The best-known brands are smug. Sweden has grown less secure in

36 J u k k a R i t o l a / L e h t i k u v a / S c a n p i x t r e g l l i B e s i u o L © e s . n e d e w s . k n a b e g a m i . w w w w w w . i m a g e b a n k . s w e d e n . s e © R i c h a r d R y a n / S t o c k h o l m V i s i t o r s B o a r d d l i B s n e s s e r P / y r e m o g t n o M k i r n e H

37 recent years, with a tougher climate. The praised to the skies during the Soviet era. Swedes, however, have become less intro- Regarded as an active UN state but due to ain vert, more inclined to open up. EU membership has lost its former inde- Sp ts habitan illion in pendence in the foreign policy arena. 40.2 m Generally treated favourably in the media. Personalities: Astrid Lindgren, Alfred ssia Nobel, Karl XII, ABBA and Olof Palme. The embassy survey Ru ants inhabit million Spaniards seem to be reasonably aware of 148.7 The study Sweden (3 out of 5). The first things that The old images dominate – social issues, come to mind are the welfare model, fol- The embassy survey sex, suicide, model society and . lowed by gender equality, the cold and Sweden is fairly well known (4 out of 5), Considered calm, safe and secure. Also Swedish tourists, while those interested and the first things Russians associate it considered a beautiful country that likes in culture think of Ingmar Bergman and with are the Swedish model, ice hockey, sport. Has shrunk in international stature Henning Mankell. Spaniards take a fairly free sex and high quality goods. Russians since the days of Dag Hammarskjöld and positive view of Sweden (3 out of 5) and take a very positive view of Sweden (5 out Olof Palme. The Swedes are kind-hearted, regard the Swedes as well educated but of 5) and insofar as they have met Swedes and Swedish society is people-oriented. remote. Culture clashes in relation to they consider them quiet, punctual, thor- Swedes, however, like to lecture others; daily (circadian) rhythm and language. ough, hard-working, (exaggeratedly) law- they criticise Sweden themselves but The best-known brands are IKEA, Volvo abiding and a bit boring. Culture clashes object when others do so. Gender equali- and Ericsson. H&M are well known but occur over management styles. The best- ty, with female representation in the not as a Swedish concern. Swedish com- known brands are Volvo, IKEA, Electro- , means the place is a true paradise panies are felt to be sophisticated with a lux, Ericsson and Absolut Vodka. The for women. Sweden has forfeited much of high code of ethics, and the products are products represent quality and reliability, its international role since joining the EU. considered high quality. Would be happy and are both safe and robust. The invest- Personalities: Alfred Nobel, ABBA, to visit Sweden as tourists, attracted by ment attitude is unclear. Many Russian Roxette, Olof Palme – what a great man!, the country’s modernity, countryside and tourists make shopping trips to Stock- Astrid Lindgren, Ingmar Bergman, whose the midnight sun. The Nobel prizes and holm and travel to the mountains. In the films are constantly being screened, pop music groups, led by ABBA, are well cultural field, they know of Astrid Greta Garbo, Björn Borg, ice hockey and known, as is the Cullberg dance company. Lindgren, the Vikings, Ingmar Bergman Gunde Svan. The Swedish model is well known and and Selma Lagerlöf, and in the historical admired. Spaniards know that Swedish field Karl XII and Sweden’s extended peri- public opinion tends towards the od of peace. The Swedish model was Eurosceptical Personalities: Olof Palme,

38 Ingmar Bergman, Astrid Lindgren, known as a welfare state, socially stable Strindberg, Astrid Lindgren and Henning Henrik Larsson and Greta Garbo, and the and offering paternity leave. Personalities: Mankell. Vikings and neutrality. Known royal family. The media tend to focus on Queen Silvia, Anna Lindh, Björn Borg, for our welfare state. Convergence of Sweden surprisingly often, and present it Olof Palme and Anita Ekberg. The media interests in the EU. Personalities: Sven- in a favourable light. are favourably inclined. Sweden is the Göran Eriksson, ABBA, Björn Borg, best known of the Nordic countries. Ulrika Jonsson, and among young people the Hives och Cardigans. nd erla The study itz ts Sw habitan llion in K 7.4 mi U ts As in all else, what people know about habitan illion in 60.2 m Sweden depends on their class affiliation. ‘Svennis’ has done much for Sweden’s The embassy survey image among the working class. Sweden Sweden is very well known (5 out of 5) The embassy survey is better known than the other Nordic and is mainly associated with IKEA, Sweden is moderately well known (3 out countries, Austria or the Netherlands. In ABBA, Volvo, neutrality, openness and of 5) and is chiefly associated with IKEA, British eyes, Sweden is characterised by spacious countryside. Very positive atti- Volvo, Sven-Göran Eriksson, ABBA, its social democratic system, its welfare tude (5 out of 5). The Swedes are thought meatballs and Akvavit vodka. The British society, its gender equality and its spirit of to be liberal, equal (gender), innovative take a fairly positive view of Sweden (3 consensus. The first thing people associ- and depressed. Cultural differences in out of 5) and regard the Swedes as reli- ate with Sweden is sex, sex and sex, fol- style and in working life. The best-known able, punctual, a bit boring, nature lovers, lowed by modernity, progressive thinking, brands are IKEA, Ericsson, H&M, Volvo honest, diplomatic, shy (before you get to rationality and high taxes, the cold and and Saab. The products are considered know them), interested in design and the European periphery. People are on the good value. Investors view Sweden as a their home environments, and with a whole favourably disposed to Sweden. country of high taxes with a socialist gov- relaxed attitude to sex and nudity. Few The Swedes are responsible, live up to ernment, but where the labour market culture clashes. The best-known brands expectations, dutiful, they deliver what works well for women. Swiss tourists can are IKEA, Volvo, Saab, Absolut Vodka and they promise and are democratic and well imagine visiting Sweden, drawn by its H&M, and all tend to have a favourable educated but introvert when they are not nature and the waters around Stockholm. image. An interesting but limited market drunk. They like to impress their views Familiar with three cultural spheres: pop for investors. A close but out-of-the-way on the world: “In Sweden we do it like music, thrillers (books) and – in particu- destination for ‘city breaks’. Know little this”. They can be very self-satisfied, lar – Astrid Lindgren. Home of the about Swedish culture, although some are while at the same time unwilling to mar- Vikings. The EU presidency. Sweden is familiar with Ingmar Bergman, August ket their country as aggressively as others

39 do. Culture clashes become more apparent flict solving, the death penalty, commer- the longer one lives in the country – “we A cialism and ethnic origin. are amazingly dissimilar”. The British are US ts The best-known brands are IKEA, habitan illion in much more polite, the Swedes are consid- 293 m Absolut Vodka, Volvo, Saab and Annika ered blunt, too direct and insensitive to Sörenstam. Those who are familiar with the subtleties of the English language. the products associate them with high Volvo and Saab are held in great esteem. The embassy survey quality and safety; in Los Angeles, people Good engineering. Design, quality assur- Familiarity with Sweden varies between add design. Sweden is well thought of ance. IKEA are different, cheap without different sections of American society. In among those considering investments. being poor in quality. The comparatively general, the country is little known or, in Americans can very well imagine visiting few who know about the investment cli- the case of the majority, totally unknown Sweden as tourists, attracted by an exotic, mate are favourably disposed, but people (1 in 5). Americans think of Europe, snow modern and highly developed country but are reluctant to move to chilly Sweden. and cold, Annika Sörenstam, Volvo, Saab, also by its nature, environment and food. Difficult to tempt British tourists to head Absolut Vodka, Björn Borg, ABBA, the are more interested in north, but Sweden is underrated and Hives, the ‘decaying’ welfare state, the tracing their ancestors. In the cultural unknown as a tourist country, although clean environment and the Nobel prizes; sphere, Ingmar and Ingrid Bergman and growing numbers are discovering it. in New York, Ingmar Bergman as well, ABBA are best known, while young people Ingmar Bergman and ABBA are the main and in Los Angeles neutrality, blondes are fairly familiar with Swedish pop music. artistic icons, otherwise only specialists and beautiful countryside. Four out of Very few know anything about Swedish know about Swedish culture. Football, five have a fairly positive attitude to history. In general, Americans know noth- particularly Sven-Göran Eriksson’s much- Sweden, while in New York, among those ing about Swedish domestic politics, but a publicised approach, has come to symbol- who are familiar with it, it is considered small, well-informed group are familiar ise the Swedish way: efficient, friendly, either a socialist country or the promised with the welfare state. The same is true of dreary, and with an energetic sex life. The land (3 out of 5). Swedes have a good rep- Sweden’s international role. Personalities: Vikings, Karl XII and neutrality are all the utation as a result of the many Swedish Raoul Wallenberg, Annika Sörenstam, British know about Swedish history. They immigrants in the US, and are considered Olof Palme, ABBA, Ingmar och Ingrid know virtually nothing about Swedish honest, industrious, god-fearing and suc- Bergman, Björn Borg and Alfred Nobel. domestic politics except for certain cessful settlers. In New York, the old prej- The media paint a realistic and correct pic- aspects of the Swedish model, such as udices live on – Swedes are suicide-prone, ture of Sweden; specialist journals write childcare. Sweden is considered very simi- gloomy and promiscuous. Culture clashes about design and music. lar to the UK in EU contexts. The media are sometimes found in a number of treat Sweden in a prejudiced way, but areas: bureaucracy, short-term thinking, The study with humour. focus on the individual, religiosity, con- Americans in general do not harbour any

40 socialism, 2) attractive blonde women, and 3) the Vikings. Socialism aside, Americans have few unfavourable things to say about Sweden. The Swedes are very direct, honest, helpful, reserved and not particularly expressive. Beautiful and blue-eyed. They like to be well prepared and dislike sur- prises. Some consider Swedes to be impo- lite and boorish when they fail to say ‘please’ or to open doors for women. Swedes are also naive in believing that the way they do things at home cannot be beaten – “we know how things should be done” – which is likely to prove costly to those wishing to establish a place for themselves in the US. When Sweden’s position in the world is no longer so self- evident, the country must come out and say what it believes in. Swedes should fol- g r

e low the Americans’ example and learn to b d n u L f speak in front of their class at school so as o l O - s r a

L to overcome their shyness. Shyness is not a helpful quality. Culture clashes are fre- The musical ‘Mamma Mia’ in New York. quent – particularly vis-à-vis religiosity. Swedish business representatives are not as attuned to the importance of religion when they travel to the US as when they images of Sweden, but images are to be Nordic countries, the Netherlands and travel to Muslim countries. found in certain sections of society and Austria. People are reminded of Björn Swedish companies and products signi- the business sphere. Sweden is not very Borg and Ingmar Bergman, cleanliness fy quality and safety. This does not apply, well known, but better known than com- and tidiness. The Nobel prizes are the however, to IKEA and H&M, both of parable European states such as the other best-known symbol. People think of 1) whom stand for ‘cheap chic’. Volvo is a

41 good example of why people choose used to be; it now has to work to keep its representatives. The 2001 presidency was Swedish products: safe, utilitarian, envi- place. Might do well to speak out instead given high marks – everything worked. ronment-friendly – bought by people of a of just speaking to itself all the time. But by rejecting the euro, Sweden forfeit- certain ideological leaning. Swedish Sweden must work hard to market itself, ed a degree of trust, became sidelined and design is characterised by precise crafts- otherwise people won’t be aware of its joined the ‘B’ team. The Swedes are manship, simplicity, Gustavian tradition existence. viewed as distant, reserved and introvert, and modernism. Americans’ interest in and rather conventional. As a Swede, one investment depends on their intentions – is very well received throughout Europe. the different weight attached to A and B ssels Culture clashes are constantly to be shares represents an obstacle for institu- Bru bitants found: Protestant/Catholic, Anglo- on inha 0 milli tional investors. Sweden is interesting as EU: 45 Saxon/ – Swedes have a an exclusive tourist destination. Many somewhat shaky understanding of the Americans are interested in old things, Latin world, and also of Germany, which which means it is important to mix the A European perspective ought to be one of our closest friends. We old with the new. For most of the Brussels is an arena for the European dis- are considered more like the British or the Americans interviewed, Swedish culture course and an interface with the member Danish. was a blank page, as was history and states. Besides the presence of the EU Sweden is associated with words and domestic politics. Among experts, howev- institutions, it has the largest gathering of concepts such as open, democratic, envi- er, the Swedish model is well known. correspondents in the world, numbering ronmentally aware, high level of social Sweden is thought to have a proud history almost 1,000, and numerous think tanks security, big companies and arms exports, in the international arena, but it has not and lobby organisations representing all according to European representatives. been as prominent there as during the manner of interests. Sweden has not entered into the work of post-war period. EU membership, howev- Together, they provide a sort of the EU in the same spirit as Finland, while er, has revived interest in Sweden and European outlook on the world without at the same it lacks the experience of added to our stature in the eyes of the US the customary national bias. The Brussels Denmark and the UK. Sweden is not fully administration. perspective on Sweden’s image has a committed. The best thing about Sweden One problem is that Sweden is fading direct bearing on our ability to protect our is that it is an open society committed to from the American consciousness, accord- European interests. freedom of expression and free markets, a ing to one Sweden watcher – after the well ordered society with little corruption. Second World War it was a special country The study The worst thing is its political hubris. noted for its steel, sporting figures and Sweden is well known, an actor that Swedes think theirs is the best social social agenda, but now others have caught everyone talks about, which has to do model and that they have the best solu- up. Sweden is no longer as unique as it with our old image, according to Swedish tions. They cannot understand that others

42 do not feel the same way, and are therefore from the fact that the country is ruled by the best sources for information about perceived as arrogant. What sets Sweden the Social Democrats, and has been for Sweden, along with the Financial Times apart is its history, its neutrality and the the past century, more or less, that the and the Economist. Swedish representatives fact that one party has held the reins of economy has been liberalised, and that point out that Sweden only features regu- power for so long. The Swedes are very there is a considerable gap between the larly in major quality newspapers such as open, friendly, health-minded and polite, politicians and the electorate over EU the Financial Times, Frankfurter Allgemeine while at the same time being rather dis- issues. Zeitung and Neue Zürcher Zeitung, all of tant, lonely and unable to fit in easily. The Swedish model might better be which are read by an elite and are the only Among the leading Swedish brands, the termed the nowadays and is papers that cover European events on a European representatives note IKEA, the most competitive model, delivering continual basis. Liberation and Le Monde Volvo, Saab, Scania, handtools, design and year after year. The core of Sweden’s inter- occasionally write about Sweden. On the Bofors weapons. They are thought to give national role is its support for the UN, soft arts pages, Sweden features in both the good value for money and to be environ- agenda issues, development cooperation Süddeutsche Zeitung and the Frankfurter ment-friendly and well designed. As an and neutrality. EU-scepticism is based on Allgemeine Zeitung. investment country, Sweden has advan- fear. The representatives’ view of Sweden tages, with its openness, a solid infrastruc- has not altered as a result of the euro ture, and a high level of education and rebuff, but they do not feel the ‘no’ vote union affiliation, which makes for a did the country any good. Sweden has robust, stable employment market. helped change the culture in the EU: less Disadvantages include cost levels and the dirigiste, more open to the markets, free fact that Sweden is outside the euro zone. trade, more open in general – less Franco- Swedish nature and the environment are phone. Personalities: Göran Persson, attractive to tourists, while the cold and Margot Wallström, Anna Lindh – who was the prices are a deterrent. Familiar with bigger than Sweden, Leif Pagrotsky, Olof Ingmar Bergman and ABBA, feel other- Palme, Björn Borg, ABBA, Hans Rausing, wise that Swedish culture is ‘mainstream’. Mr IKEA, Sven-Göran Eriksson, Carl Bildt Know little about history, except that and a number of football players. Also Sweden has long been an independent mentioned are August Strindberg and country, the Vikings, Hansan trading, the Henrik Ibsen (Norwegian) – the negative great power era and relations between the side: boring, dark and suicidal. Nordic countries. For European journalists, the Swedish European representatives know little representation in Brussels – praised for its about Sweden’s domestic politics apart accessibility – and Swedish colleagues are

43

L a r s - O l o f L u n d b e r g “The Swedes have cold faces but warm hearts.” Zhongua Liu, Folkets Dagblad

Summary and analysis of Sweden’s current image abroad

Validity of the study future, and six countries that are suitable for SASU is based not on scientific data but rather comparison with Sweden. In the embassy sur- on proven experience. Besides the traditional vey, a further nine countries have been added. media image, it draws on a questionnaire sur- Overall, this means that the basis for conclu- vey of 25 Swedish missions abroad and on inter- sions varies in quality. views both with Swedish and foreign represen- tatives in six countries and with Stockholm- Who conveys Sweden’s image? based correspondents from 13 countries. In the Sweden’s image abroad is made up of a wide following analysis, we have sought to weigh range of impressions. Personal ones in the form together the various images. This has not of visits and contact with Swedes are funda- involved such precision that exact figures or mental. As in most situations, what you have percentages can be cited in support of the vari- been told by someone you know – the mouth- ous conclusions reached. Nevertheless, based to-mouth method – is of prime importance. on the data at our disposal, we can make certain The clichés (= sex) play a major role. Books read claims and offer generalisations. as children (Astrid Lindgren), teaching (the The selection of countries was based on a Vikings), music (ABBA) and films (Ingmar number of different criteria. They include eight Bergman) reinforce and add to the image. In countries in which we are particularly anxious adult life, the image is further sharpened by to promote Swedish trade both now and in the sporting events (Björn Borg), cultural impres-

45 sions such as books (Henning Mankell) and the political elite in these latter countries, however, Nobel prizes, and particularly by consumption are fairly well informed about Swedish policies (IKEA and Volvo). The role of the media is pri- in the social field. marily to update and confirm the image and Awareness of Sweden in the US is highly frag- provide continuity – they gauge the ‘Swedish mentary, and depends on geographical, educa- temperature’ at any given time. tional and ideological factors. In highly populat- Besides the news agencies, only a few non- ed countries like China, India and Brazil, only a Nordic dailies offer regular coverage of Sweden small elite have any knowledge of Sweden, on any great scale: the Financial Times, while in Japan there are groups who are very Frankfurter Allgemeine Zeitung, Neue Zürcher well informed about specialist areas. Non- Zeitung and possibly Le Monde. These papers are Europeans – but also many in France and the of major importance in communicating UK – find it difficult to distinguish between Sweden’s image to the economic and political and Sweden, and also tend to con- elites, and they also influence the way other fuse us with Switzerland. Although foreign rep- media perceive Sweden. resentatives are not broadly familiar with Sweden, they often know a considerable How well known is Sweden? amount about events and developments in their Prior to the fall of the Wall in 1989, Sweden had own sector. a number of unique advantages that helped To sum up, we here in Sweden are not as well make it visible to the world. Since then, compe- known as we used to be, and perhaps not as well tition has grown very substantially, while at the known as we think we are – but we are still same time our entry into the EU has meant that slightly better known than countries of a simi- we are now perceived as an ordinary minor lar size in the Nordic area and in Europe. Where European state. Sweden’s image becomes Sweden has an image, it is either a favourable or blurred as the distance increases. a highly favourable one. While individual issues Our Nordic neighbours know us best. Then or aspects of Swedish society have come in for comes Germany. But we are also very well criticism, we have found no instances of Sweden known among new EU member states such as as a whole being regarded in a negative light. Poland, Latvia and the Czech Republic, as well as among small West European countries like Common perceptions and clichés the Netherlands and Switzerland. Among the The best-known things about Sweden are, in larger countries of Europe, we are fairly well descending order: 1) welfare, 2) music, literature known in Russia and Italy but only moderately and films – read ABBA, Astrid Lindgren and well known in France, Spain and the UK. The Ingmar Bergman, 3) beautiful women and sex- 46 ual liberation, 4) nature, 5) cars – primarily urbane, nature-loving, peace-loving, faithful Volvo, 6) sport, 7) IKEA, 8) good neighbours – friends, friendly, kind-hearted and possessing a applies to the Nordic countries, 9) the cold, 10) strong work ethic. Negative: gloomy, lacking in sparsely populated country, 11) neutrality, 12) humour, rather boring, coldly remote, introvert, meatballs, 13) alcohol, 14) Nobel, and 15) high too controlled, provincial, impolite, boorish, taxes and extensive prohibitions. naive, insensitive to the subtleties of the English The best things about Sweden, according to language, know-alls, impious, depressed, shy and the foreign representatives interviewed, are our too inclined to drink. Many have emphasised openness, transparency, ability to solve prob- the strength of the consensus culture, which is lems, sensible governance regardless of who said to make it difficult for Swedes to reach holds office, combination of economic and wel- decisions. fare policies, stability, liberal approach in the EU, well-ordered society with little corruption, Brands, investments and tourism ability to modernise, to deliver to the market, The following brands are referred to most: neutrality and non-aggression, and our beauti- Volvo, IKEA, Saab, Ericsson, H&M, Electrolux ful country. The worst things are the climate and and Absolut Vodka. These and some twenty the dark, the expense, social controls, socialism, other companies are known, but not necessari- our hypocrisy over alcohol and arms sales, high ly as Swedish businesses. Only two companies taxes and our conviction that we always have are associated unequivocally with a Swedish the best solutions. identity: IKEA and Volvo. The concept of The clichés about Sweden are remarkably per- Swedish quality apparently continues to apply. sistent: sex, blonde, blue-eyed, suicide and rich In most countries, Swedish products were asso- are all terms that are still strongly associated ciated with high quality and reliability, and also with Sweden. with good design. Most of those interviewed found it difficult Images of Swedes to see any point in investing in a small, remote Abroad, people tend to view Swedes in a market like Sweden, but on closer reflection favourable light, but see both positive and neg- often saw the advantages of a well educated and ative sides of their character. Positive: open, well skilled labour force, a high level of technical organised, efficient, punctual (which is some- expertise, good infrastructure, a well organised times a source of irritation), thorough, law- and thus stable employment market and a safe abiding (sometimes exaggeratedly so), well edu- and secure country. cated, knowledgeable, pro-technology, modern, With one exception, all said they would like honest, reliable, correct, skilled in languages, to visit Sweden as tourists, even if they regarded 47 Culture, sport and history There is only a limited awareness of Swedish culture: Ingmar Bergman, ABBA and the Nobel prizes are famous worldwide, while Astrid Lindgren is known in a number of countries, as is Henning Mankell. In addition, people are familiar with Swedes in their respective genres, e.g. opera. In the pop music world, there is a parallel with the product brands – many groups are well known but not as Swedish artists. In sports, people in general still remember Björn Borg’s triumphs around the world. Other stars tend to be famous in a particular region or country: Annika Sörenstam is a superstar in the US, Jan-Ove Waldner causes traffic jams in China, Sven-Göran Eriksson is one of the most written-about figures in the UK and adjoining countries, Sweden’s athletes are mostly known in Europe and our football and ice hockey pro- fessionals are famous in the countries where they operate. The Vikings and neutrality are among the few Swedish food at things people know about Swedish history. The IKEA in the US. Thirty Year War is known about on the conti- nent, and people in the Nordic countries are familiar with our common past. it as cold and expensive. What attracts them is the exotic, particularly Sweden’s countryside, Domestic politics, the Swedish hip Stockholm and opportunities for shopping model and Sweden’s international role and adventure. Those who have visited Besides the murders of Olof Palme and Anna Stockholm found it underrated and called for Lindh, and the Social Democrats’ lengthy gov- more vigorous marketing. Tourism represents ernment tenure, little is known about Swedish one of the most favourable Swedish images. domestic politics outside the Nordic area. Even

48 w w w . i Personalities, young people’s views and the media m those who are not familiar with the term ‘the a g e b a n k

Swedish model’ tend to associate Sweden with The best-known Swedish personalities are, in . s w e d e n welfare policies, often seen through an ideolog- descending order, Ingmar Bergman, Alfred . s e © G ical filter. In countries like Germany, France, the Nobel, Olof Palme, Anna Lindh, ABBA, Astrid ö s t a F l o r

UK, Japan and Canada, the media, politicians Lindgren, Björn Borg, the royal family and m a n / T h and think tanks have studied what might be Sven-Göran Eriksson. In all, the list includes e R o y a l L

called ‘the new Swedish model’, i.e. solutions in some 50 names. i b r a r the pension system, parental insurance, child- As a rule, the embassies are in contact with y care and care of the elderly and disabled, but people already established in society, and com- also in education, health care and road safety. munication with young people – tomorrow’s The Swedish model is still one of the policymakers – is therefore not very extensive. strongest aspects of Sweden’s image abroad. This is also true of the selection used in the Awareness of Sweden’s international role study. To the question of how young people’s tends to vary considerably. Those who have an views about Sweden’s image differ from those of Alfred Nobel opinion in the matter say that Sweden’s role is adults, most of the embassies replied that young (1833–1896) not as strong as it was after the Second World people probably know less in general but know War, but that the country still represents non- more about Swedish sport and pop music. alignment, peace, a low-key mediation role, Virtually no-one believes that Sweden’s image human rights and a pro-UN stance. Sweden’s abroad underwent change as a result of the image in relation to the EU is ambivalent. events of September 2003 – the murder of Anna Everyone we talked to praised the 2001 presi- Lindh and the anti-euro vote. That vote, howev- dency – a time when Sweden stood at the er, reinforced the image of Euroscepticism in zenith. Sweden has helped change the culture Sweden. in the EU, making it less dirigiste and more On the question of how Sweden is treated by open to the market and free trade, and encour- the media, the average reply was: not very aging greater openness in general. But our ‘no’ extensively, but favourably. Coverage among in the euro referendum and the scepticism our Nordic neighbours is extensive, but few towards Europe that is apparent among large European newspapers cover Sweden on a regu- sections of the population has caused many to lar basis. Most of them only report major events question Sweden’s commitment. Our tendency or developments, or write about Swedish busi- to feel that we know best is another source of ness, travel or lifestyle. The general impression irritation. is that Sweden receives more publicity than other countries of a comparable size.

49 “Sweden can hardly be said to have a negative image, rather a lack of image.” John A Matel, State Department

Conclusions and reflections

Sweden’s image rests on old laurels Sweden’s image should not be taken SASU shows pretty clearly that the outside for granted and should be more focused world’s image of Sweden rests to a great extent Interest in Sweden reached a peak in the 1980’s. on old laurels and clichés. Some new elements Since joining the EU in 1995, we have come to shine through, however. The fact that the be regarded as a mainstream European state national image is slow in changing is not and we are no longer as unique as we used to be unique to Sweden but is true of other countries in certain spheres. Awareness of the impor- as well. It takes time for reality to establish an tance of a country’s national image, and compe- image that is visible to the world. Promotion tition between nations in this respect, has bodies, therefore, must adopt a very long-term become infinitely more keen. In this situation, approach if they want to establish a favourable the unique qualities we have lost must be com- image. Experience from other countries shows pensated for. We must unite around the things that it takes at least ten years to develop a which still set us apart from other countries changed or favourable image, whereas it takes and which we are still good at. Sweden’s image

very little time to destroy a country’s reputa- must be nurtured. l i c n u o tion or blacken its image. Most foreigners can only be expected to hold C m s i r u o Sweden has a predominantly favourable in mind a few impressions of a country as small T & l e v a r image, so there is no reason to panic. But it must as Sweden. International experience shows that T h s i d e w

be carefully tended and staked out far into the national brands must have a focused message if S / g g y r T

future if it is to remain and be strengthened in they are to succeed. Inherent in Sweden’s con- k i r n e H

the mind of the outside world. sensus culture is the risk that the message © e s . n e d e w s . k n a b

50 e g a m i . w w w

becomes too fragmented when ‘everyone’ is given Companies and products have strong names and a say. This in turn may blur Sweden’s image. enjoy good reputations due to their quality. But Government ministries, public authorities and only IKEA and Volvo are firmly linked to a other actors, including the Swedish promotional Swedish identity. In this connection, both the agencies, must convey a focused, undivided image public and private sectors would benefit from of Sweden out in the field. seeking out further common denominators. Design has attracted a certain amount of atten- Sweden’s image should be tion in a number of countries, but many find it based on established areas difficult to distinguish Swedish from Danish, The Swedish model – albeit an updated one – is Finnish or Scandinavian design. IKEA has proba- the first thing that foreigners associate with bly had a greater impact in this regard than spe- Sweden. While there may be political dynamite cific promotional drives. here, failing to exploit this icon would be waste- Outside the Nordic area and certain specialist ful. circles, investments are not something people nat- Swedish culture is not widely known – but a urally associate with Sweden. There is scope here link must be forged between established world for further sustained educational efforts. names like Ingmar Bergman, the Nobel prizes, Expensive is the most negative applied ABBA and in many countries Astrid Lindgren, to Sweden, which strikes at both products and and today’s younger cultural practitioners and tourism as well as investments, while at the same artists. time many feel it is a case of ‘value for money’. Clichés relating to sexual liberation and beauti- The latter aspect should be emphasised. ful, blonde, blue-eyed women are among the Although Sweden, with its two centuries of strongest elements of Sweden’s image. How this freedom from war, is known as a ‘peace-loving’ may be turned to advantage in developing our country, and an elite group is familiar with our image, however, exceeds the brief of the present commitment to the UN, the image of Sweden’s study. international role needs freshening up. Niche tourism based on exotic nature and Sweden tends to blur into ‘Scandinavia’, the Stockholm’s ‘hip’ image is rapidly growing in further away you get. We should probably ask our- importance, and with the right marketing should selves from market to market whether we would develop still further. do best to ‘go it alone’ or whether Scandinavian Sport affords one of the best-known and most might not generate the most positive vibrations. widely appreciated images of Sweden, and should Modernity is closely associated with both be emphasised in promotional contexts. Swedish products and Swedish society. Without

52 historical roots, however, it tends to be associated • The UD-PIK should continue to monitor the in many countries with lack of identity. general media outcome. This could be supple- How and to what extent the stronger aspects of mented by the English-language news monitor- Sweden’s image should be prioritised and present- ing system developed by the Swedish Institute. ed is a matter for the political level and exceeds the SASU brief. It is important, however, to keep • The NSU should continue to be responsible for this image rooted in Swedish reality – you can major surveys, which, depending on needs and never pass off an image that is glossier than the resources, could include opinion polls, focus original. groups, qualitative interviews and question- naires. These should correspond in time with Choosing image communicators the Ministry for Foreign Affairs’ operational Hardly anything beats the image that is conveyed planning periods. To obtain a clearer picture of via personal contact with Sweden and the Swedes. how tomorrow’s policymakers view Sweden, it This places a great deal of responsibility on all might be advisable to copy the British Council’s who work with promotion in one form or anoth- use of focus groups targeting young people. er – they need to view themselves as service providers rather than official representatives. Research into Sweden’s image abroad TV is an important medium for reaching a It should be possible to pursue a number of mass audience, but a handful of quality newspa- threads in the SASU study by means of research pers, magazines and specialist journals are more in various subject areas, such as media studies, important for developing knowledge about political science, business administration, and lit- Sweden abroad. The Internet is an increasingly erature, film and music studies. important source of knowledge. Invitations to journalists as part of an overall strategy remain Conclusion vital. Encouraging foreign authors to write books The present study offers no definitive answer as about Sweden is another key task. to how Sweden is viewed in the outside world. But it hopes to provide some further insight into Sweden’s image should be reviewed regularly how we have been perceived down through the As competition between different countries’ years and how people regard us today. We trust national images is on the increase, and substan- that this will inspire discussions and action both tial resources are being invested in promotional in our ministries and in our Foreign Service, and activities, Sweden’s image must be reviewed reg- in the NSU’s member organisations, but also ularly. This can be done in a number of ways: among interested members of the general public.

53 Appendices and sources

The full version of the study includes terms of international role, the EU, famous personalities, reference, the content of questionnaires and the youth view, ‘September 2003’ and the media oral and written sources. image. Twenty-five Swedish missions have While varying to a certain extent, the ques- responded to the survey. tionnaires largely contain questions about how The references include some 40 government well known Sweden is, what people know about reports, books and articles. The interviews/dis- the country, what they think about the Swedes, cussions undertaken in the course of the study brands, investments, tourism, culture, history, encompassed a total of 113 people, 45 of them domestic politics, the Swedish model, Sweden’s foreigners.

54 Images of Sweden abroad – summarised version

Ingrid Iremark – Chair of the Council for the Promotion of Sweden – in the library of the Linnean Society of London (founded in 1788): “This publication is a short version of the study Images of Sweden abroad. The study looks at how the image of Sweden has changed over time and how the country is perceived now in some 20 countries that are important for us. In other words, that are important for our exports and for attracting investment and tourism that will contribute to our growth and employment. It shows how people abroad see us and our country, the image they have of our culture, history and society – and not least of our companies and products. The image is mainly positive. But perhaps we’re not as well known in the world as we would often like to believe. What’s best known is the welfare state, Ingmar Bergman, Abba, the Nobel prizes and companies like Volvo and IKEA. Old clichés The Council for the Promotion of Sweden hopes that this about sex and about Swedes being boring are still alive. study will be a source of discussion and action among every- Some of the most positive points are that people appreciate one working to promote Sweden at government agencies, in Swedish quality and modernity, our sporting achievements Swedish business and in organisations, as well as interested and our beautiful countryside. members of the public.”

ISBN 91-7496-353-8