Mads Sloth Jensen Master´s Thesis June 2nd, 2020 The Faculty of Humanities Thesis American Studies Cover page for examination assignment Examination period (please indicate) Summer __x__ Winter _____ Teacher: Niels Bjerre-Poulsen Title of assignment: The Increasing Scandinavian Influence in American Political Discourse Min./Max. number of characters: Number of characters in assignment1: 60-80 standard pages, excluding cover page, 158, 835 table of contents, abstract, notes, and bibliography and appendices (1 norm page = 2400 characters incl. blank spaces) Please notice that in case your assignment does not meet the minimum/maximum requirements stipulated in the curriculum your assignment will be dismissed and you will have used up one examination attempt. (Please Yes, my assignment may in anonymized form be published on BlackBoard for mark) future students in this course ____ Solemn declaration I hereby declare that I have drawn up the assignment single-handed and independently. 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Page 1 of 72 Mads Sloth Jensen Master´s Thesis June 2nd, 2020 The Increasing Scandinavian Influence in American Political Discourse A Thesis Presented to The Faculty of the Center for American Studies University of Southern Denmark By Mads Sloth Jensen June, 2020 Page 2 of 72 Mads Sloth Jensen Master´s Thesis June 2nd, 2020 Abstract Within the later half of the 2010´s the Nordic region has experienced a significant increase in American political attention. In several instances this attention has made headlines in the Nordic countries, for instance the proposal from President Trump to buy Greenland from Denmark or the President´s comments on wanting more Norwegians in America rather than people from “shithole countries”. Likewise, the American left, led by Senator Bernie Sanders drawn attention to the Nordics by using them as inspiration for what America should become. The American attention towards the Nordics has been obvious, yet the degree to which one could measure the presence of the Nordic countries in American political discourse has been questionable. This paper therefore seeks to quantify the role of the Scandinavian countries and the broader Nordic region in multiple aspects of American discourse. In order to quantify political presence this paper has collected data from the archives of several major American media outlets. These archives provide access to more than a hundred years of headlines and articles. Through the use of search engine tools provided by the archives and a comparative analysis to non-Nordic European countries, this paper finds that the three Scandinavian countries have experienced a major increase in its media coverage within the most recent year relative to other European countries. Likewise, it was found based on the collection of data from the 2016 Democratic presidential primary debates that the Scandinavian region was disproportionately at the center of discussion, and also that the discussion around the Nordics in this settings was focused on policy ideas. Based on external data collection this paper could also provide evidence suggesting a ideological shift in the American population towards majority support of Nordic or European policy solutions such as a national healthcare plan, publicly funded tertiary education and promotion of worker´s rights. Based on the data presented in this thesis, one can argue that there is a clearly measurable increase of American interest in the Nordics as political entities and furthermore that this attention is resulting in a Nordic presence in the American political discourse. Additionally, the purpose of this paper is to discuss the potential benefits of an increased American awareness of the Scandinavian countries. In order to do so, I borrowed inspiration from nation branding theory and the criteria on which such theory measure image branding success. A major focus of nation branding theory is the ability of countries to attract tourists through the creation of an interesting or positive national image. This study therefore incorporated an analysis of American tourism in the two Scandinavian countries Denmark and Sweden within the last decade. The analysis found that both countries experienced high increases in the number of nights spent by American residents in Denmark and Sweden within Page 3 of 72 Mads Sloth Jensen Master´s Thesis June 2nd, 2020 the last ten years. This paper argues that 2015, with the launch of Bernie Sanders´ presidential bid, is the year in which the Nordics truly came to occupy a significant position in American society. The tourism data found that the rate of increase in American tourism to the Scandinavian countries more than doubled in the years from 2015 to 2019 compared to the five years prior. While, correlation does not necessarily imply causation, this paper provides theoretical and practical evidence for the existence of a causal link between the two occurrences. Despite the positive economic impact of increased tourism in the Nordics there are also worrisome consequences of the political attention. Due to the relative left leaning political beliefs of the Nordic countries, as seen in comparison to the United States, a recent tendency to describe the Nordics as socialist societies has been observed. This description is not only incorrect but also harmful to the economic and political image of the Nordic countries. Consequently, this paper lays out several recommended approaches to supplement the already existing foreign policy of the Nordics in order to combat any such misconceptions in the U.S. The suggestions made by this paper are centered around the idea of cost efficient utilization of preestablished political social media figures, which are to function as a catalyst for the spread of Nordic political values and initiatives focused around the dispelling of American misconceptions of the Nordic region. Through the implementation of the recommended actions of this paper, the Nordics could become first movers in the utilization of a new political discourse tool. It could gain a head start by recognizing the untapped potential of new media as a serious political arena and by engaging in it, the Nordics can compensate for their relatively small economies and promote their worldview to an international audience despite a lack of resources. Page 4 of 72 Mads Sloth Jensen Master´s Thesis June 2nd, 2020 Indhold Abstract ......................................................................................................................................... 3 Introduction ................................................................................................................................... 6 Theory ........................................................................................................................................... 8 Nation Branding Theory ............................................................................................................ 8 Theory of Americanization ...................................................................................................... 10 Methodological Considerations .................................................................................................... 11 Quantitative Research .............................................................................................................. 11 Qualitative Research ................................................................................................................ 12 Use of Deductive and Inductive Reasoning .............................................................................. 12 Defining Scandinavia and the Nordic ........................................................................................... 13 Describing the Nordic Model ................................................................................................... 14 How Does one Measure Influence? .............................................................................................. 15 Making the Case for Nordic Influence in American Politics ......................................................... 16 Nordic Favorability in America ................................................................................................ 16 Scandinavian Ideas in American Discourse .................................................................................. 17 Universal Healthcare................................................................................................................ 17 Worker’s Rights....................................................................................................................... 20 Tuition Free Tertiary Education ..............................................................................................