The aim of this study is to examine which notions of women exist within three different nationalist parties by analyzing how women are visually represented for political purposes. The aim is also to examine how these notions relate to a nationalist cultural policy. A semiotic analysis as well as a contextual idea analysis using ideal types was implemented in order to distinguish different notions of women in the material. The result shows five different representations of women, which can be summarized as two dominant notions. “The good woman” represents the nation and is depicted as natural, attractive, domesticated, warm, feminine, heterosexual and in need of protection. “The bad woman” does not represent the nation and is depicted as unattractive, cold, selfish, rebellious and queer. Given the nation-building purpose of the nationalist culture policy, these notions of women could entail a restriction of women’s cultural expressions as a consequence.

Idag blir det allt vanligare att marknadsföra produkter – inte minst mat – som genom idéer, värden och identiteter kopplade till nationalism. Föreliggande studie undersöker hur reklamfilmer från det svenska "mjölkkriget" – ett reklamkrig mellan mjölkproducenten Arla Foods och havredrycksföretaget Oatly – reproducerar en nationalistisk diskurs. Genom en multimodal kritisk diskursanalys (MCDA) av en reklamfilm från respektive företag visar studien hur Arla Foods och Oatly genom valen och kombinationen av olika visuella, audiella och språkliga resurser på ett humoristiskt sätt ger uttryck för idéer, värden och identiteter med koppling till en nationalistisk diskurs. Reklamfilmerna leker med motsättningar och ifrågasätter mjölkens – respektive mjölksubstitutets – plats inom den nationella kulturen, samtidigt som idéer, värden och identiteter kopplade till en nationalistisk diskurs reproduceras utan att utmanas. Reklamfilmerna agerar vidare banalt nationalistiskt genom att på ett vardagligt sätt påminna mottagaren om dess nationella identitet och framställer denna – utifrån en nyliberal logik – som beroende av konsumtion av "svenska" varor: mjölk respektive havredryck.

<p>Nationalism during the early 20th century, was often shaped around efforts to create feelings of fellowship within the frontiers. Fellow feelings was considered as a necessity to convince the people that their efforts served mutual goals.</p><p>Beginning in the 19th century, the European nations experienced a great many projects for this purpose. In the early 20th century the efforts grew. The danger of war and the competition for economic power, contributed the increase of nationalist movements. At the same time, many influential intellectuals also expressed apprehensions about the urbanized way of life; measures were necessary to secure the future success of the nation.</p><p>The national movements in Sweden, played a prominent role in the creation of a greater patriotic feeling. This paper is about one of these movements: Swedish Tourist Association (STF), founded in 1885. Around the motto “Know your country”, STF promoted Swedish tourism aiming to spread knowledge of the country and its people.</p><p>Benedict Anderson’s Imagined Communities and Michel Foucault’s Discipline & Punish has influenced the interpretation of STF’s yearbooks 1908-1916. This paper aims at explaining STF’s activities as a combination of efforts to create fellow feelings among the Swedes, and efforts to discipline them to a healthier way of life.</p><p>STF’s vision was to construct mutual heartfelt emotions towards the Swedish nature. The sound nature was seen as a symbol for the sound nation. It was thereby desirable that the Swedes were given the opportunity to experience this nature. Tourism became a technique to solve both the need for Swedish fellowship and the need for healthy citizens.</p><p>Tourism placed the Swedish bodies in the Swedish nature, which disciplined them to mutual patriotic feellings for their beautiful country, and at the same time gave them the healthy constitution and moral strength that should characterize every Swede.</p>

Nationalism during the early 20th century, was often shaped around efforts to create feelings of fellowship within the frontiers. Fellow feelings was considered as a necessity to convince the people that their efforts served mutual goals. Beginning in the 19th century, the European nations experienced a great many projects for this purpose. In the early 20th century the efforts grew. The danger of war and the competition for economic power, contributed the increase of nationalist movements. At the same time, many influential intellectuals also expressed apprehensions about the urbanized way of life; measures were necessary to secure the future success of the nation. The national movements in Sweden, played a prominent role in the creation of a greater patriotic feeling. This paper is about one of these movements: Swedish Tourist Association (STF), founded in 1885. Around the motto “Know your country”, STF promoted Swedish tourism aiming to spread knowledge of the country and its people. Benedict Anderson’s Imagined Communities and Michel Foucault’s Discipline &amp; Punish has influenced the interpretation of STF’s yearbooks 1908-1916. This paper aims at explaining STF’s activities as a combination of efforts to create fellow feelings among the Swedes, and efforts to discipline them to a healthier way of life. STF’s vision was to construct mutual heartfelt emotions towards the Swedish nature. The sound nature was seen as a symbol for the sound nation. It was thereby desirable that the Swedes were given the opportunity to experience this nature. Tourism became a technique to solve both the need for Swedish fellowship and the need for healthy citizens. Tourism placed the Swedish bodies in the Swedish nature, which disciplined them to mutual patriotic feellings for their beautiful country, and at the same time gave them the healthy constitution and moral strength that should characterize every Swede.