polityka wizerunkowa

  • Sweden’s Image Policy in the Times of Refugee Crisis

    Author: Anna Kobierecka
    Institution: University of Łódź
    Year of publication: 2019
    Source: Show
    Pages: 187-202
    DOI Address: https://doi.org/10.15804/athena.2019.64.11
    PDF: apsp/64/apsp6411.pdf

    Sweden has a substantially long tradition of conducting an image policy using both public diplomacy and nation branding. The refugee crisis is a significant challenge for maintaining a strong nation brand and positive perceptions of this country, mostly owing to contradictions between the declared values of Sweden’s image and nation brand and the real steps undertaken by the government to limit refugee immigration. The aim of this article is to discover potential correlation between the refugee crisis and changes within Sweden’s image and the strategy for promoting the country abroad, as well as Sweden’s methods and forms of international communication.

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