Nordic neighbors in pandemic crisis: the communication battle between Sweden and Norway

• Published in: Place Branding and Public Diplomacy
• Main Authors: Falkheimer, Jesper, Raknes, Ketil
• Format: Text
• Language: English
• Published: Palgrave Macmillan UK 2021
• Subjects: Case Study; Norway; Iceland
• Online Access: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC8547297/; https://doi.org/10.1057/s41254-021-00234-2

This essay is focusing how the strategic communication about the COVID-19 pandemic created tensions between Sweden and Norway, nations that from an outside view are very much alike when it comes to political, economic and cultural aspects. Both countries, together with Denmark, Finland, and Iceland, belong to the Nordic region, with a common history, plenty of collaboration forms and high levels of trade exchange, as well as a common high level of trust in society and governments. In the essay secondary data (news media content and national statistics) is used to describe and analyze how the communication battle between Norway and Sweden developed. It is concluded that it is possible to see the handling of the pandemic, and the strategic communication about this, as part of a grand and negative narrative about Sweden's societal development since the 1990s. Sweden has in some aspects become a negative international projection surface for many countries. From a public diplomacy approach the pandemic led to constant international comparisons, providing states both risks and opportunities. Drawing comparisons between states risks alienating certain publics, opens one to attacks from other countries and may harm a nation’s image.