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The Nordic Model on the Global Market of Ideas: The Welfare State as Scandinavia’s Best Brand
Södertörn University, Centre for Baltic and East European Studies (CBEES).
2016 (English)In: Geopolitics, ISSN 1465-0045, E-ISSN 1557-3028, 1-17 p.Article in journal (Refereed) Epub ahead of print
Abstract [en]

This paper analyses the contemporary deployment of the Nordic welfare state model as a centrepiece of Nordic competitive identity and strategic communication on the global market of ideas. First, it looks at the interrelated phenomena of global competition, competitive identity and region branding. Second, it studies the interplay between Nordic transnational public diplomacy and national public diplomacy of individual Nordic countries, in particular Sweden, on the one hand and international media outlets’ reporting on the Nordic countries on the other. In analysing this cross-fertilizing genre, the paper identifies how the welfare state is being repackaged for export along with a set of “progressive values” which are coded as specifically “Nordic.” The paper discusses (1) the interaction between outer images and inner visions; (2) the place and significance of the Nordic model, progressive values and the welfare state in today’s Nordic branding; and (3) the possible function of outward competitive identity as a kind of “compensatory imagination” directed inward as well as outward.

Place, publisher, year, edition, pages
2016. 1-17 p.
National Category
Political Science
Research subject
Baltic and East European studies
Identifiers
URN: urn:nbn:se:sh:diva-31226DOI: 10.1080/14650045.2016.1251906OAI: oai:DiVA.org:sh-31226DiVA: diva2:1049665
Available from: 2016-11-25 Created: 2016-11-25 Last updated: 2016-11-25Bibliographically approved

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Marklund, Carl
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Centre for Baltic and East European Studies (CBEES)
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