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Selling Swedish Fathers: On Fatherhood, Gender Equality and Swedishness in Strategic Communication by the Swedish Institute, 1968-2015
Stockholms universitet.ORCID iD: 0000-0003-4004-1301
Ersta Sköndal Bräcke University College, Vice-Chancellor's Office.ORCID iD: 0000-0001-5363-1242
2021 (English)In: NORA: Nordic Journal of Feminist and Gender Research, ISSN 0803-8740, E-ISSN 1502-394X, Vol. 29, no 4, p. 261-274Article in journal (Refereed) Published
Abstract [en]

Fatherhood ideals have been changing over the last decades, and Sweden has often been seen as a fore-runner when it comes to both fatherhood policies and gender equality. In this article, we investigate how discourses about engaged, Swedish fathers and various formulations of gender equality are linked to and used in the discursive production of Sweden as a nation. We use three communication campaigns launched by the Swedish Institute (a governmental organization with the task of marketing Sweden), issued between 1968 and 2015. All campaigns emphasize modernity, rationality and self-development, but the earliest represents women and men while the latter campaigns focus exclusively on fathers, giving Swedish gender equality a conflict-free, already achieved quality. While the campaigns challenge established gendered patterns, they also avoid fundamental questions of power and contribute to rendering invisible a significant gap between gender equality in theory and in practice in Swedish society.

Place, publisher, year, edition, pages
2021. Vol. 29, no 4, p. 261-274
Keywords [en]
Fatherhood, Gender equality, Nation branding, Sweden, Swedish Institute
National Category
Gender Studies
Identifiers
URN: urn:nbn:se:esh:diva-9080DOI: 10.1080/08038740.2021.1887931ISI: 000627236500001OAI: oai:DiVA.org:esh-9080DiVA, id: diva2:1589623
Available from: 2021-04-02 Created: 2021-08-31 Last updated: 2023-05-22Bibliographically approved

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Klinth, Roger

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