Free E-Copy of “@Sweden: Curating a Nation on Twitter”
February 27, 2013 Leave a comment
An article I have written, @Sweden: Curating a Nation on Twitter, on the @Sweden nation-branding and public diplomacy project has just come out in the journal Popular Communication. This piece is open access until the end of June (you can access by clicking on the link to the title above). Here is the abstract:
On December 10, 2011, the first tweet was sent out from the @Sweden Twitter account, a nation-branding project financed by the Swedish government through the Swedish Institute and VisitSweden. Trumpeted by the media both in Sweden and internationally as an exercise in “transparent” and “democratic” nation-branding via the use of Twitter, the @Sweden account is “given” to a new Swede every week, and, supposedly, these curators have free rein to tweet what they like, when they like. The use of a popular communication channel by the Swedish government—in this case, Twitter—provides an illuminating example of the carefully planned and managed promotion and nation-branding of Sweden, presented under the guise of a “transparent” and “democratic” selection and editorial processes. The @Sweden project will be addressed in light of “liberation technology” (Diamond, 2010) and “technology discourse” (Fisher, 2010) perspectives, within which a correlation between access to, and use of, technology and proactive change is postulated. These theoretical perspectives are particularly valuable when heeding Kaneva’s (2011) call for a more critical, communications-based understanding of nation-branding.