Den önskvärda svenskheten. En studie om bilden av Sverige ur ett statligt perspektiv.

Sammanfattning: We have extended our knowledge about the complexity that exists in the marketing of countries. With sweden.se as a case, we have investigated how nation branding is actually managed from a sender perspective. We have analysed which desirable values the Swedish public organization NSU (National Board for Promotion of Sweden Abroad) communicate through the website sweden.se. The results we have arrived at are based on a content analysis conducted from material on the website. What we have seen through the survey is that sweden.se exhibit many values that are universally accepted for countries to possess. These values are equality between men and women, equality between people, what the diversity of the country looks like, the nation's education system, innovation in the country, security for the population, the nation's culture and traditions, the nature that is presented and how environmentally conscious the nation is. These values are presented in a way where Sweden has distinguished itself from other countries since the site conveys that Sweden is particularly successful in some aspect. There is an additional value, diversity, which is desirable from an international perspective, but where Sweden as a nation is not highlighted as special in that particular area. Through this we can finally argue that Sweden.se showcases the desirable Swedish character through internationally accepted universal values, attractive in nation branding in large parts of the world. These are presented in a way where Sweden is distinguished from other nations since the values are being discriminating in some way.