• Sweden edition
 
Sweden boasts world's 'most democratic' Twitter account

Sweden boasts world's 'most democratic' Twitter account

Published: 21 Dec 2011 12:44 GMT+01:00
Updated: 21 Dec 2011 12:44 GMT+01:00

Through the Curators of Sweden project, officials hope that its citizens will help reflect a true image of the country through their tweets.

“Curators of Sweden is a way to explore new possibilities in communicating what Sweden is. The different curators will all give their own picture of Sweden, in a way one official voice could never do,” Agnes Gudmundsen Lidbeck of the Swedish Institute told The Local.

The project is a joint initiative of the Swedish Institute and VisitSweden. Every week a new person receives the exclusive rights to the Twitter account "@sweden", aiming to present Sweden to the world.

”Every week, someone in Sweden is @sweden: sole ruler of the world’s most democratic Twitter account,” the project website reads.

By means of the various curators’ narrations, not one Sweden is conveyed, but several.

”We have chosen people who are already active on Twitter, some are known in Sweden, some are even known abroad, while others are everyday Swedes with different backgrounds and different life stories. It is the mix that is important, rather than the individual people,” said Gudmundsen Lidbeck.

The hope is that the curators, through their tweets, will create an interest and arouse curiosity about Sweden abroad and show the diversity the country has to offer.

They will also present a very different Sweden to the one traditionally reflected in the media.

“No one owns the Swedish brand more than its citizens and with this initiative we allow 'their Sweden' to be seen at the same time as we reinforce the image of Sweden as open, real, new-thinking and thoughtful,” said Thomas Brühl, CEO of VisitSweden in a statement.

On December 10th the first tweeter, the writer and marketing expert Jack Werner took over the @sweden account.

”I was happy and proud to be asked. I have always liked sharing my image of Sweden with tourists and other visitors, and to be able to do so on Twitter feels like a natural and enjoyable step forward for me,” Werner said in conjunction with the launch.

And Werner's tweets received attention abroad within the first week of the project.

”Good people of Sweden, know that Jack has just discovered Joe Cocker, made his girlfriend drop her juice by giving her a hug, and does not—I repeat—does not like Justin Bieber,” American news-magazine Time wrote a few days into the venture.

With the project now in its second week, Werner has passed the baton of the @sweden account into the hands of Hasan Ramic, who came to Sweden with his family in the 1990s and is a resident of Stockholm suburb Hjulsta.

Ramic follows Werner in that he also tweets about large and small issues, public and private.

According to Gudmundsen Lidbeck, this is exactly the intention of the project.

”What we have told them is to continue being themselves on Twitter. They are not to be loudspeakers for an advertising campaign or to try to fit in to some sort of profile,” she said.

Instead, they are to treat the account as they would their own. Which has caused some people to react.

"There has been an amazing interest from abroad and we have a lot more new followers since the project started. Most of the feedback has been positive, but there are those who seem to have been provoked by what our tweeters write, as well,” said Gudmundsen Lidbeck.

However, this does not overly bother those behind the project.

”We maintain that it will be the whole, rather than single tweets from our individual tweeters, that will give a true and fair picture of Sweden,” Gudmundsen Lidbeck told the Local.

The project will continue for the immediate future, with another ten tweeters lined up to follow Ramic's and Werner's example.

Among these will be an editorial writer, a priest, a Swedish teacher and a ”coffee-drinking bull-dyke” according to the project instigators.

For seven days, one of these will recommend things to do and places to see in Sweden, sharing their very diverse opinions and ideas along as they represent Sweden through their tweets.

After that, another takes over and does the same—but differently, according to the website.

“Follow all nine million of us. Welcome to Sweden.”

Rebecca Martin (rebecca.martin@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

17:19 December 21, 2011 by PAVR
Good god - last weeks news or what?
09:48 December 22, 2011 by Prat
Jack "made his girlfriend drop her juice by giving her a hug" ...

Hot Stuff
Today's headlines
Race to be scrapped from Swedish legislation
Integration Minister Erik Ullenhag meets children in Husby, Stockholm. Photo: Jonas Ekströmer/TT

Race to be scrapped from Swedish legislation

The Swedish government announced that it plans to remove all mentions of race from Swedish legislation, saying that race is a social construct which should not be encouraged in law. READ  

US aircraft 'violates' Swedish airspace

US aircraft 'violates' Swedish airspace

A mystery airplane that passed over Swedish airspace recently has been revealed as an American aircraft, sources revealed on Thursday. READ  

Elite schools stripped of 'special' privileges

Elite schools stripped of 'special' privileges

Sweden's three elite boarding schools can no longer charge tuition fees, the government announced on Thursday, in a string of changes following a two-year review. READ  

Bildt lays out four steps to Gaza peace
Photos: TT

Bildt lays out four steps to Gaza peace

Swedish Foreign Minister Carl Bildt stated that there are four steps to achieving peace in Gaza, and that it begins with removing the blockade - which has "played into Hamas' hands". READ  

Malmström snags EU commissioner post again

Malmström snags EU commissioner post again

Cecilia Malmström has been nominated to be the European Commissioner for another five years, Sweden's prime minister announced on Thursday. READ  

Stockholm Pride 2014
In Pictures: Stockholm's Historic Pride Party
Conchita Wurst belts out a ballad. Photo: Rebecca Jacobs

In Pictures: Stockholm's Historic Pride Party

With Stockholm's Pride Week in full swing, The Local's Rebecca Jacobs heads on down to the traditional Historic Party to take in the colours, Conchita, and the community. READ  

Two to hospital after Stockholm fire

Two to hospital after Stockholm fire

Two people were taken to hospital in the early hours of Thursday morning after a fire began in their central Stockholm apartment. READ  

Salmonella prompts Coop hamburger recall
Photo: Jim Cole/TT

Salmonella prompts Coop hamburger recall

Swedish supermarket chain Coop has recalled its in-store brand of fresh hamburger meat after a routine check revealed traces of salmonella in the meat. READ  

What's On in Sweden
Photo: Roger Vikström/TT

What's On in Sweden

It's Pride Week in Stockholm. Find out more about the celebrations (including the biggest Pride Parade in Scandinavia) as well as plenty of other activities in Sweden's three biggest cities. READ  

Sweden resumes aid to 'anti-gay Uganda'
Hillevi Engström and protesters against Uganda's anti-gay laws. Photos: Maja Suslin/Ben Curtis/TT

Sweden resumes aid to 'anti-gay Uganda'

Sweden has resumed sending development aid funds to Uganda, after suspending payouts back in March due to "anti-gay legislation". READ  

RECEIVE OUR NEWSLETTER AND ALERTS
National
Stockholm Pride bars Sweden Democrats
National
Gender neutral pronoun 'hen' enters dictionary
Society
Top ten cafes in Stockholm
People-watching
Gallery
People-watching - Stockholm Pride
Photo: Henrik Trygg/Imagebank Sweden
Society
Sweden worst in EU at getting foreigners jobs
Blog updates

31 July

Calling a speedo a speedo (Blogweiser) »

"There are a lot of speedos on Europe’s beaches. Some European males are evidently more comfortable sporting small, stretchy suits on public beaches than I would be. I accept it may be nice to have swimwear that’s not long and cumbersome. A speedo is maybe also good for tanning. But strolling around town in a..." READ »

 

27 July

Approaching Stockholm (Around Sweden in a kayak) »

"I woke up in the comfort of my own little cabin on Eva and Rolf’s boat, it was 7:30am and I was feeling a bit groggy after a couple of beers with all the lovely locals the night before. The previous day had really taken its toll on my body and I was very stiff and..." READ »

 
 
 
Lifestyle
Stockholm Pride kicks off
Analysis
The top six ways the US and Sweden differ
National
Swedish youth suicides hit 25-year high
National
Politician reported for selling 'negro ball'
National
Police turn blind eye to Swedish 'slave trade'
Gallery
Stockholm Pride: Allsång på Skansen with Conchita Wurst
Skatteverket
Sponsored Article
Introducing... ID cards and permits in Stockholm
Gallery
People-watching, June 26th - 28th. Get inside Stockholm's hottest nightclubs
Gallery
Top ten Swedish taboos
Society
Seven-year-old Swede cycles to Berlin
Politics
'Gaza conflict needs help, not empty rhetoric'
Society
Swedes voted 'most beautiful' in the Nordics
Business & Money
Sweden demands EU clarity on Bitcoin tax
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Sponsored Article
Introducing... Your finances in Stockholm
Sponsored Article
Introducing... Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

750
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se