Change search
ReferencesLink to record
Permanent link

Direct link
Bilden av Sverige i morgondagens EU: offentlig diplomati i en föränderlig värld
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Image of Sweden in the EU of Tomorrow : Public Diplomacy in a Changing World (English)
Abstract [en]

Purpose/Aim: The purpose of this paper is to describe how a number of strategically selected employees at the Swedish Institute, with the purpose to promote Sweden in the world, look at the challenges facing Sweden concerning nation branding in the new era of cooperation within the European Union. I examine how these people look upon the work of public diplomacy and nation branding in order to actively participate and influence the EU's common communications platform.

Material/Method: The method used in this thesis is qualitative interviews. The reason why I chose this method is because I consider it to be the most appropriate in order to collect information about how these selected employees at the Swedish institute regard the challenges that lay ahead in terms of nation branding within the European Union.

Main results: On the basis of the results I have gained by dint of the analysis, it can be concluded that it is of utmost importance to take the societal changes, which are a result both of the worldwide globalization and the EU cooperation, into consideration when designing a future communication strategy for the Swedish Institute. The nation-state continues to play an important role in Sweden, but its importance is declining as the EU cooperation is progressing. The citizens’ identity plays a crucial role in designing a nation’s communications strategy, and from the analysis I conclude that we move not from a Swedish to a European identity, but towards a pluralistic union where multiple identities meet under one umbrella; the EU.

Place, publisher, year, edition, pages
2010. , 54 p.
Keyword [en]
Nation Branding, Public Diplomacy, Swedish Institute, nation-state, identity, communication object and external communication
National Category
Media and Communications
URN: urn:nbn:se:su:diva-40022OAI: diva2:322338
Social and Behavioural Science, Law

Författaren heter numera Michelle Bornestad. 131003

Available from: 2010-06-10 Created: 2010-06-04 Last updated: 2013-10-03Bibliographically approved

Open Access in DiVA

fulltext(646 kB)260 downloads
File information
File name FULLTEXT01.pdfFile size 646 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Journalism, Media and Communication (JMK)
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 260 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 312 hits
ReferencesLink to record
Permanent link

Direct link