Cultural and Educational Policy of Sweden as an Element of Nation Branding

Abstract

This article examines the relationship between soft power, nation branding, and educational and cultural cooperation within the framework of the Swedish Institute’s policy of international cooperation to promote the country’s image abroad and strengthen its reputational capital. The relevance of this topic is due to the significance of the stated agenda, which, as our research has shown, has influenced both the development of cultural cooperation and academic exchanges, and the specific features of the construction of Sweden’s foreign policy image. Through an analysis of Swedish Institute materials (primarily data from reports published in 2022–2034), the authors examine the process of how the organization’s activities are prioritized based on the distribution of financial support and the focus of its cultural and educational projects. To this end, we analyse the role and parameters of building a national brand; consider changes in the content of educational and cultural events and programmes conducted by Sweden in Eastern Europe and the Baltics; trace the dynamics of the processes of cultural exchange between Sweden and the countries of these regions; note the influence of the current political situation on the volume and measures of financial assistance to them; and describe the perception of Sweden in Russia, Eastern Europe and the Baltics. The study is based on the methods of comparative analysis, discourse analysis, and case study techniques. We conclude that in implementing a diverse range of educational and cultural programmes, the Swedish Institute adheres to the principle of regionalism, which allows such projects to be implemented with due account of the interests and needs of both Sweden and partner countries. We also show that when determining the parameters of national branding, the Swedish Institute relies on the approach of Simon Anholt, refining it in a number of areas. According to the findings of the study, the adaptation of relevant programmes for the development of cooperation with partner countries is aimed at integrating specific Swedish values into the cultural matrix of the host cultures. At the same time, the programmes implemented in this area are greatly influenced by the current political situation, thus excluding such an important international partner as Russia. The study confirms the initial thesis about the relatively slow accumulation of Sweden’s reputational capital, including in the process of the Swedish Institute’s work with“promising”(in the current environment) countries, as well as with the countries of Eastern Europe and the Baltics. We further conclude that the Swedish Institute is not only a key actor in the country’s cultural and educational policy, as well as a powerful channel of soft power, but also an instrument for Sweden to position itself as a moral superpower, which can be seen in many areas of its policies that go beyond public diplomacy.

English translation from the Russian text: Dianina S. Y., Zolotukhina Y. I., 7 Ragozin G. S. 2024. Cultural and Representative Policy of Sweden as an Element of Nation Branding. Concept: Philosophy, Religion, Culture. 8(1). P. 91–111. (In Russian). DOI:  https://doi.org/10.24833/2541-8831-2024-1-29-91-111