"Gender Equality and Nation Branding in the Nordic Region, explores how gender equality, a central part of the Nordic imaginary, is used in the political communication of Nordic states. The analyses presented move beyond conventional images and discourses of Nordic gender- and women-friendliness by critically investigating how and to what extent gender equality serves nation-branding in the Nordic region."
Inger Skjelsbæk, Director and Professor at the Centre for Gender Research at University in Oslo and Research Professor at PRIO, is one of the editors of the volume. Skjelsbæk has also co-written a chapter with Torunn L. Tryggestad, Deputy Director at PRIO and Director of the PRIO GPS Centre, titled Protecting the brand? The hesitant incorporation of gender equality in the peace nation.
The chapter argues that the international context in relation to gender and peacebuilding has changed dramatically over the last two decades, in ways that have had a major impact on the branding of Norway and other Nordic countries abroad. Furthermore, the establishment of this chapter would become a turning point for how issues related to the inclusion of women and gender perspectives were integrated into Norway's peace engagement. Instead of making the most out of the NWM initiative as an opportunity to brand Norway as the leading 'gender-equal peace nation', Norway prioritized Nordic collaboration and sought to make Norway blend in with its neighbours. Norway's 'peace mediation dominance' could have provided Norway with a unique branding opportunity. However, Norway was once again reluctant or careful not to take on a role that was too prominent or visible or to use these various network initiatives for its own branding purposes.
The book is the outcome of the Nordic Branding interdisciplinary research project, financed by and coordinated by the University of Oslo. Nordic Branding investigates how the imaginaries of the Nordic region, countries, and models are constructed and appropriated and used in politics and in law.
The Open Access version of the book is available at http://www.taylorfrancis.com/books/e/9781003017134.