This book explores how gender equality, a central part of the Nordic imaginary, is used in the political communication of Nordic states. The analyses presented move beyond conventional images and discourses of Nordic gender-and women-friendliness by critically investigating how and to what extent gender equality serves nation-branding in the Nordic region.Nation-branding is an unescapable part of globalisation, which is a market-oriented process dominated by the West and predicated on the creation of winners and losers. Hence, efforts to strengthen the national brand or reputation of specific Nordic countries with the aid of gender equality as a political and symbolic value inevitably help to reinforce already established global hierarchies where the Nordics play the role of moral superpower. This book comprises scholars from various fields of specialisation, and provides evidence and understanding for the growing interaction between gender-equality policies and nation-branding in all five Nordic countries. It does so by exploring a variety of policy fields and issues including women's rights, foreign policy, rape and legislation, female quotas and business policies, in addition to the index industry. The rise of the global indexes has reproduced forceful images of the Nordic countries as frontrunners of gender equality, which indeed help the Nordic countries to further position themselves as 'best at being good'. This book will be of great interest to students and scholars of Nordic gender equality in political science, sociology, law, criminology, political psychology and history, as well as those interested in nation-branding, Nordic studies and exceptionalism.

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Utnevnelsen av Ine Eriksen Søreide i 2017 var et historisk første: Norges første kvinnelige utenriksminister. For merkevaren Norge var dette viktig: Det viste likestilling i praksis, ikke bare som gode intensjoner. I norsk utenrikspolitikk har fredsengasjementet derimot hatt forrang. Det kom også fram under sikkerhetsrådskampanjen i 2018 ledet av Søreide, som ellers i hennes periode som norsk utenriksminister. Faktisk kom høyrepolitikeren i liten grad til å avvike fra en velkjent linje i utenrikspolitikken ved å fremstå som en forsiktig statsfeminist. I tråd med denne linjen er Norge likestillingslandet når det tjener landets omdømme og internasjonale betydning, ellers er Norge fredsnasjonen først og fremst. Abstract in EnglishCautious State Feminist? National Traditions and Global Developments During Søreide’s Term as Minister of Foreign AffairsThe appointment of Ine Eriksen Søreide in 2017 was a historic first: Norway’s first female foreign minister. In terms of nation branding this was a significant change for Norway; it demonstrated gender equality in foreign affairs as a form of practice and not just as good intentions. Traditionally, the Norwegian peace engagement has overridden other priorities for Norwegian foreign policy. This could also be seen in the campaign to win the election for a non-permanent seat in the UN Security Council in 2018, which was led by Søreide as foreign minister. In fact, the conservative politician did little to deviate from established priorities in foreign policy and appeared as a cautious state feminist. By extension, Norway is a country which prioritizes gender equality when it serves the country’s reputation and international importance, otherwise Norway is first and foremost a peace nation.