Show and Tell: A Critical Discourse Analysis of the representation of Swedish Colonial History in the Historiska Museet, through the lenses of Swedish Exceptionalism and Nation Branding

Sammanfattning: When looking from the outside, Sweden is an exceptional country, with a tradition of neutrality and no notable colonial past; but history paints a different picture. This thesis investigates the portrayal of Sweden and the impact of narratives of Swedish exceptionalism in the Historiska Museet in Stockholm, through the analysis of the depiction of Swedish colonial history and Human Rights discourses. While the nation-building nature of museums is well researched, the present study takes into consideration the concept of nation branding, thus focusing on the experience of the international public and the creation of the xenostereotype. The thesis adopts a multidisciplinary approach, conducting a visual analysis and a Critical Discourse Analysis of the exhibitions “Sveriges Historia” and “History Unfolds - a reflection”. The results show the presence of contrasting narratives on colonialism and representation of the nation. While portrayals of negative or difficult sides of history are present in the exhibitions, the museum employs concepts of Swedish exceptionalism and Human Rights discourses in order to show and tell a grand narrative of Sweden as a continuity of success and progress.