Abstract In the heart of Paris, you will find Sweden‟s only cultural center abroad. Since the early 70‟s a wealth of cultural activities has been offered, and every year the center receives more than 100,000 visitors. The center is a branch of the Swedish Institute (Si), a public authority which promotes mutual relationships between Sweden and other countries through culture, education, science and business. The overall mission of Si is to increase the interest and trust in Sweden, and to manage and evaluate the public image of Sweden abroad. This study aims to reveal to what extent the Swedish Institute in Paris influences Sweden‟s public image among its visitors. Thus, the study analyses if activities within the field of cultural diplomacy can be seen as a means, in the purpose of reinforcing a nation‟s brand. During a two week period, about 140 visitors to the exhibition "Tio fotografer" at the Swedish Institute in Paris responded to a statistical survey, which examined whether their visit had in anyway influenced their images and perceptions of Sweden. The design of the questionnaire was partly inspired by Simon Anholt‟s „Nation Brands Index‟ analysis method, which is used to evaluate a country‟s image abroad. The results from the survey show that the image of Sweden, by a majority of these visitors, has become more positive thanks to the Swedish Institute.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-9970 |
| Date | January 2011 |
| Creators | Sjöwall, Rebecca |
| Publisher | Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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