Nordic Perspectives on Strategic Communication: Myth and Reality of ‘Nordicness’

Over the past two decades, the Nordic countries have attracted attention, for instance, due to their high rankings in surveys of happiness and a range of other economic and social indicators. This special issue investigates how strategic communication is theorized and practiced within this regional context, focusing on the distinctive conditions that shape both conceptual frameworks and professional approaches. In this introduction, we first ask whether there is such a thing as a Nordic approach to strategic communication. We then consider how communication practices may be influenced by what is commonly referred to as the “Nordic model” – a concept associated with social-democratic welfare states characterized by extensive public services, high labor participation, and substantial taxation. While frequently cited as a blueprint for effective welfare governance, the Nordic model is also increasingly used as a lens for interpreting regional communication norms. We outline the main features typically attributed to the Nordic model and critically assess its usefulness as an analytical framework, a myth, and as both a strategic resource and a constraint for strategic communication within and beyond the region. In doing so, we highlight the potential ‘Nordicness’ that may underpin strategic communication and prepare the ground for the contributions presented in this special issue.