Taken for Granted? National(ist) Coalitions and Interruptions of Gender Equality in the Nordic Countries through Nation Branding

The gender equality models of the Nordic states, Denmark, Finland, Iceland, Norway and Sweden, have been described as an ‘egalitarian blueprint’ by international commentators. This is in part a result of Nation Branding efforts of these countries. Nation branding constitutes a nation’s image, where narratives, and claims of differences and relevance create a distinct national ‘brand’. This paper assesses these Nation Branding efforts and realities that advertise the Nordic Countries as heroes of gender equality. It is argued that nation branding has shaped the meanings of gender equality making it coterminous with the Nordic gender equalities models and the Nordic national identities, thus giving gender equality a national(ist) face. These hegemonic discourses emphasise the coalition between these nation state and gender equality efforts, and have some strengthening effects for the goals of gender equality. However, the interruptions gender equality Nation Branding presents to the realities of gender equality in these countries are highlighted. This, as shown, is a result the nationalist tone gender equality efforts adopts when in collaboration with a nation state. First, the realities of the Nordic States’ gender equality model and efforts, which involve coalitions between the state and feminism (referred to as state feminism) are introduced. Then it is revealed how these countries have proliferated an image of their states’ coalitions with feminism, discussing how hegemonic discourses have been created to paint these countries as the epitome of gender equal states, and in turn impact ideas around gender equality. Then, the strengthening effects of Nation Branding for the efforts of gender equality are discussed, how the advertising of these coalitions have strengthened them and impacted the world stage. Finally, it is revealed that Nation Branding has also interrupted the goals of gender equality through the nationalist tone proliferated in the advertising of coalitions between the nation state and gender equality efforts. It is shown that Nation Branding has weakened gender equality by obscuring the imperfections of these countries’ gender equality models, excluding ethnic minority women and feminisms, and playing a part in far-right discourses. The paper reveals that the advertising of the coalition between the Nordic States and feminism has some benefits, but also serves to interrupt gender equality by giving it a distinctly and exclusionary nationalist tone. Thus, the use of gender equality in nation branding shapes the meanings, practices, and understandings of gender equality locally and globally, which secures commitments within this framing, such as international interventions, but weakens commitments outside of it.