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Virtual Nation Branding: the Swedish Embassy in Second Life

Journal of Virtual Worlds Research Volume 4, Number 2, ISSN 1941-8477 Publisher: Journal of Virtual Worlds Research


In this article I will present and discuss the Swedish virtual embassy as a new example of nation branding. By exploring the development of the Swedish embassy in Second Life, activities arranged by and involving the virtual embassy as well as the surrounding discourse of international mainstream media and people engaged in the development of Second Life, I will analyse the significance of the virtual environment in this virtual nation-branding project. I argue that the most important achievement of the Swedish virtual embassy was reached through the connection with the virtual environment in the coverage of traditional international mass media and that the key dimension, although not the only one, of the virtual world in branding Sweden was to serve as a fresh and influential brand signifier within the marketing project.


Bengtsson, S. (2011). Virtual Nation Branding: the Swedish Embassy in Second Life. Journal of Virtual Worlds Research, 4(2),. Retrieved September 30, 2020 from .



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