Branding ‘progressive’ security: The case of Sweden

Coetzee, Wayne Stephen,1984-Högskolan Väst,Avdelningen för samhällsbyggnad och samhällsutveckling,Wayne Stephen Coetzee, University West, Trollhättan, Sweden, (SWE) (author)

Branding ‘progressive’ security : The case of Sweden

Contemporary research on so-called Nordic branding has provided crucial insights into the social power of states and how various actors use and circulate ‘progressive’ nation brand tropes for political and commercial goals. Hitherto, the literature on Nordic branding has focused on a wide range of substantive issues, among other things, human rights, gender equality, social welfare and foreign aid, but considerably less attention has been paid to the topic of security. The present article adds to a small but established literature on how the security sphere is increasingly entangled with nation branding. In the Nordic region, we argue, the latter is particularly evident in the case of Sweden – one of the world’s largest per-capita arms exporters in the post-Cold War era but also a country known and often revered for its peaceful and progressive image. Focusing on the case of Sweden, the article contributes to knowledge of how defence industry-related actors (both public and private) draw on and frame nation branding tropes to sell and legitimise their products and services to both insiders (domestic constituents) and outsiders (the global security market).

Larsson, Sebastian,1989-Försvarshögskolan,Markavdelningen,Department of War Studies and Military History, Swedish Defence University, Stockholm (SWE)(Swepub:fhs)anst21037@fhs.se (author)
Berndtsson, Joakim,1975Gothenburg University,Göteborgs universitet,Institutionen för globala studier,School of Global Studies(Swepub:gu)xbernj (author)
Högskolan VästAvdelningen för samhällsbyggnad och samhällsutveckling (creator_code:org_t)

By the author/editor: Coetzee, Wayne S ...; Larsson, Sebasti ...; Berndtsson, Joak ...

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Other Social Sci ...; and Other Social Sci ...

By the university: Swedish National Defence College; University West; University of Gothenburg

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