“…In the late nineteenth century, there was a wave of nationalism across Europe, which 'helped to constitute a global discourse about national identity, sovereignty and legitimacy' (Calhoun, 1998:1). As citizens became increasingly concerned with what made their nation unique, canny marketers saw a new opportunity, drawing upon nationalist rhetoric in advertisements to emphasise a product's origins or make references to local traditions with the aim of instilling national pride in citizens (Kühschelm, 2020). In Sweden, the concept of 'nationalism' was not entirely unproblematic, being, on the one hand, bound in Nordism (i.e., connections with Norwegian and Danish culture) and, on the other, appropriated by the Fascists People's Party for propagandistic purposes as the century progressed (Berggren, 2002;Elmersjö, 2020).…”