“When the Swedish Institute carried out a study of Sweden’s image in the Baltics, Whispr Group got the assignment to carry out a media analysis. They produced information on how Sweden was reported in editorial media and social media in Estonia, Latvia and Lithuania and which topics and narratives that occurred. The media analysis also showed which sentiments were present in the news and in conversations about Sweden”, says Cecilia Andrae, senior advisor at the Swedish Institute.
The analysis covers the period October 2019 to May 2022 and includes all the Baltic countries as well as Estonian, Latvian, Lithuanian and Russian media in Estonia and Latvia.
The media analysis was interesting because it gave us a clear picture of what information about Sweden that a majority of the people in the Baltic countries may have been reached by, via news media and social media.”
Foto: Henrik Trygg
We asked Cecilia Andrae, senior advisor at the Swedish Institute about the report.
How did Whispr Group’s insights contribute to the report?
The media analysis was interesting because it gave us a clear picture of what information about Sweden that a majority of the people in the Baltic countries may have been reached by, via news media and social media.
Media is an important source of information about other countries and it is interesting to investigate to what extent news reporting and conversations in social media affect the image of Sweden.
How will the report be used concretely?
The reports by the Swedish Institute, covering how Sweden is portrayed abroad, will be used by actors who communicate about Sweden or in other ways operates abroad. The report is also interesting for the Swedish Institute, since the organisation operates in the Baltic countries.
Did anything in Whispr Group’s analysis surprise you?
It was interesting that culture as well as politics and welfare were generally such prominent topics in both news media and social media.
About the Swedish Institute
The Swedish Institute is a public agency that builds interest and trust in Sweden around the world.
Want to know more about the Swedish Institute’s work and read the full report, click here