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Contesting Nordicness - From Scandinavianism to the Nordic Brand (Paperback)
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Contesting Nordicness - From Scandinavianism to the Nordic Brand (Paperback)
Series: Helsinki Yearbook of Intellectual History
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The terms 'Nordic' and 'Scandinavian' are widely used to refer to
the politics, society and culture of Denmark, Finland, Iceland,
Norway and Sweden. But why have people felt the need to frame
things as Nordic and why has the adjective Nordic become so
prominent? This book adopts a rhetorical approach, analysing the
speech acts which have shaped the meanings of the term. What do the
different terms Nordic and Scandinavian have in common, and how
have the uses of these terms changed in different historical
periods? What accounts for the apparent upsurge in uses of the
rhetoric of Nordicness in the 2010s? Drawing on eight case studies
of the uses of Nordic and Scandinavian from the nineteenth century
to the present day, the book explores the appeal and the
flexibility of the rhetoric of Nordicness, in relation to race,
openness, gender equality, food, crime fiction, Nordic co-operation
and the Nordic model. Arguing that 'Nordic' and 'Scandinavian' are
flexible and contested concepts that have been used in different,
often contradictory and inherently political ways, the book
suggests that the usage of the term has evolved from a means of
creating a cultural community, to forging political co-operation
and further to marketing models in politics and popular culture.
The rhetorical approach also shows how many of the hallmarks of
Nordic political culture, such as the Nordic model, Nordic gender
equality or Nordic openness are more recent conceptualisations than
usually assumed. As such, the book argues for the need to turn
attention away from analysing the different components of
Nordicness into studying how, when, and for what purpose different
features were made Nordic.
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