Abstract
ABSTRACT Using a discourse analytical method, this paper explores how Sweden and Swedish national identity are expressed in the yearbooks from the Swedish Tourist Association, and if there have been any changes in the discursive constructions during 127 years of publications. The results indicate changing discursive strategies during the period. Around 1900, a homogeneous national identity was constructed through ideas about a common essence and culture. In the following decades, perpetuation strategies justified the identity by referring to a common history. A shift occurred around 2000, with transformation and deconstruction strategies that questioned the established ideas about Sweden and Swedishness.
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