How the Swedish Institute (SI) used Whispr Group to navigate perception risks and reframe Sweden’s image in the Nordics
The case
Sweden’s perception across the region had shifted. What was once a neutral, stable image had become more symbolic—often emotionally charged, and frequently politicized. SI needed to understand how the country was being discussed—not just in terms of sentiment, but in terms of narratives, metaphors, and the underlying drivers shaping public opinion.
To answer this, Whispr Group delivered a full-scale narrative audit based on more than a decade of editorial and social media content from Finland, Denmark, Norway, and Iceland. Using our proprietary WHIP platform, OpenAI-powered clustering, and a senior analyst team, we translated fragmented data into focused, strategic understanding.
The Customer
The Swedish Institute (SI) are experts on how Sweden is perceived in various issues globally and work continuously with studies and analyses of the image of Sweden. The SI follows and measure the perception of Sweden in other countries and study how Sweden is relevant to international target groups. Through their own studies, monitoring of the environment and analysis, they build knowledge about specific issues and events that can affect the image of Sweden.
The Challenge
Geopolitical tension, domestic unrest, and increased international attention have changed how Sweden is framed in neighboring countries. The Nordic media environment had become reactive and politicized—and Sweden was often at the center.
SI needed:
A market-by-market analysis of media tone and topic focus
A way to identify emotionally loaded or politicized narratives
Strategic clarity on how to communicate more effectively in each country
The Solution
Whispr Group delivered a full Nordic narrative audit using our WHIP platform, OpenAI-powered clustering, and a senior analyst team. We analyzed over 184,000 editorial articles and 4.8 million social media posts from 62 leading Nordic media outlets. Using both AI and human insights, Whispr clustered and examined historical data spanning from 2013 to 2024.
Thematic mapping of symbolic language, like “the Swedish condition”
Insights on future communication risks
A holistic picture of Sweden’s reputation in the Nordic region—past, present, and what to watch going forward.
Selection of insights
Crisis stories drive headlines. Crime and migration dominate media narratives in Denmark and Norway, with Sweden frequently framed as a warning.
Symbolic language shapes tone. Phrases like “the Swedish condition” are now used politically in Norway and Denmark to describe broader societal decline.
Finland sees Sweden as a strategic partner. Coverage increasingly focuses on NATO cooperation and shared security goals.
Positive themes are underexposed. Sweden’s strengths—like innovation, climate leadership, and equality—rarely break through in coverage.
Migration and values debates are sticky. Topics that tie into national identity stay in the news cycle longer and travel faster.
Social platforms amplify distortion. Content about crime and unrest tends to spread without context or verification.
The Outcome
The report was presented by the Swedish Institute at Almedalen together with the Nordic Council. It can be read here.
