The project started in 2016 with the goal of using the theory and practice of nation branding to address critically questions of the Nordic region's narratives of exceptionalism, its politics and strategies.
The closing conference kicked off with a keynote speech from one of the the scholarly inspirations for the project. Nadia Kaneva provided a fascinating and thought-provoking look at branding research through the idea of "simulacra", which built partly on her 2018 article "Simulation nations: Nation brands and Baudrillard's theory of media".
"I would argue that under the condition of hypermediation in which we are living today, the national becomes a simulacrum."
-Nadia Kaneva, keynote address.
Looking back at the project
Former project leader Malcolm Langford and UiO:Nordic-director Haldor Byrkjeflot reflected on the genesis and outcomes of this Interdisciplinary. Focused on a range of themes from social welfare to gender equality and rights & democracy, the project's academic production has been significant. It includes 6 published or contracted books with one more on the way, 11 peer-reviewed articles and chapters, 6 non-peer reviewed articles, and 1 book series with Routledge.
Malcolm focused on the way that the project had brought new light to the "making, faking, taking and shaking" of Nordicity. He discussed how the publications show the diverse ways Nordicity is created (from indexes to strategic foreign actors), the gaps between Nordic narratives and realities, the appropriation of Nordic exceptionalism for political ends, and the upsides and dark sides of the Nordic brand - commenting also on the need for ongoing research on commodification of values and the impact on democracy.
Closing Conference
The closing conference invited key project members and leading branding researchers from the Nordic and beyond. The conference took place at UiO's venue Professorboligen, and was also streamed online via Zoom. Our reach amounted to about 50 participants in all, which included both academic researchers and more casual interested parties. We welcomed researchers from the universities of Gothenburg, Södertörn, Southern Denmark, Aarhus, Helsinki, South-Eastern Norway, Warwick, and Denver, as well as the Fridtjof Nansen Institute and the Norwegian Institute of International Affairs.
Haldor focused on the history of Nordic branding research and the concept of the Nordic model. Particularly in focus was the three major versions of the Nordic region as a concept: 1. As a prototype for others to follow, 2. As an ideal type, particularly in relation to the welfare state, and 3. As a national brand. He also discussed the research outputs the project has put forth, of which he has contributed in relation to a research group concerning global ranking indexes such as the Human Development Index and the Gender Equality Index.
Plenary sessions
Our panels' themes stretched across our pillars and cultivated discussions of a cross-cutting nature. By doing this, it was possible to explore some of the major overarching themes our project has sought to explore: The Nordic model, Nordic cooperation, and Nordic peace and humanitarianism, which was also the theme of one of our books. We also had one panel about our rights & democracy-pillar.
Our panels reflected the thematic aspects of research we have explored throughout our years in operation, and included many of our members as well as some external researchers.
Way ahead
The closing address was provided by Director of UiO:Nordic Tore Rem, who stated, "I'd like to think that the Nordic Branding ain't over yet, or at least the analysis of the Nordic Branding. But a step in the ongoing work of grand research and the research on the Nordics." Closing comments were also provided by keynote Nadia Kaneva, who reflected on what had been said and on the future of branding research.
