Selling Sweden

In the Sept. 26 issue of Dagens Nyheter came an article about a film on how best to promote the Swedish trademark abroad. A film entitled "Sweden - open skies, open minds" will be premiered on Tuesday, Oct. 2. It will be a 4 minute, 33 second fast-moving documentary showing a visual and emotional experience of Sweden, the news release said. The promotional film under the sponsorship of the Swedish Institute and the Authority for the Promotion of Sweden Abroad, intends to use it in various official occasions "to strengthen Sweden as a trademark internationally".

First of all, I find the title "Sweden - open skies, open minds" very misleading. Open skies for what. Seriously, this sounds like an invitation for terrorist attack from above. For unfriendly countries with hidden agenda to wage or plot terroristic attacks by air because Swedes have an "open mind"? What happens to national soverignty that includes prohibition to fly over other national territories without prior agreement. And what has "open minds" got to do with promoting the unique nature beauty of Sweden, its archipelagic waters, frontier forests, multi-ethnic society and well-landscaped, well-maintained cities like Stockholm. Such a waste of taxpayers'money ( I would assume so, as the Swedish Institute falls under the jurisdiction of the foreign ministry.) for a project that mismatches words and visuals.

The organisers also explained that during the premier showing of the film - which basically " will show Sweden with its sunshine (?) dazzling nature (?) and beautiful people(?), wondered if other images of Sweden should also be included, such as disharmony(?). What in heavens name do they mean by "disharmony". Are they referring to the "ugly" as well? Things like hidden poverty? racial segregation in housing? immigrant ghettos in Rinkeby and Tensta? segregated labour market where immigrants are the underclass? Excuse me, but if they cannot specify what "disharmony" represents, the whole thing sounds like music with discordant notes.

Show the Royal family castles by all means, Swedish music (ABBA is forever!) and fashion ( It is Hennes&Mauritz country, for God's sake!) and museums, why not! But please don't label it "Open skies, open minds". It is dangerous and I would say, rather embarassing for people who know what "open skies, open minds" imply.