1. Stockholm 2024
Capital of Sweden
ADV2001:Major Assignment
Material on Sweden for the International Olympic Comittee
Created by
Lauren Shepheard 5879914
Helen Van Gorkum 9627650

2. Sweden
Sweden is a society that is very democratic and there are diverse cultures and environments within this Scandinavian country.
In a historical context, Sweden has emerged over many centuries of struggle to find its own identity to become a socially
cohesive and well-functioning democracy (Gougoulakis & Christie 2012, p. 238). It has previously successfully
presented the Olympic Games in 1912. These games where presented in Stockholm between 5th May
and 27th July, and it was the first time that all five continents of the World were represented, thus indicating
Sweden’s dedication to supporting a world community (Fact sheet - The Games of the Olympiad 2013, p. 1).
Sweden has a constitutional monarchy. The monarchy is a ceremonial and unifying symbol rather than an authority or power (The Swedish
Monarchy, 2014). Their King Carl XVI Gustaf and Queen Silvia met in Munich during the Olympic Games held there, and now live in the royal
residence Drottningholm palace in Stockholm. They have 3 children (The Swedish Monarchy, 2014). In 2012 Crown Princess Victoria and Prince
Daniel had their first child Princess Estelle Silvia Ewa Mary who is currently the heir to the Swedish throne (The Swedish Monarchy, 2014).
(Sweden 2015).
Sweden has had many notable residents that have achieved great things in the wider world.
Alfred Nobel was one such figure whose legacy lives on recognising those who achieve
things through the Nobel prizes that are given out each year. He was a chemist, engineer,
inventor and entrepreneur who left his estate to four learning institutions, the Swedish
Academy of Sciences, Karolinska Institute in Stockholm, the Academy in Stockholm and
a committee of five people to be elected by the Norwegian parliament (The Nobel Prize,
2014). The award was to be given to, in Nobel’s own words ‘those who, during the
preceding year, shall have conferred the greatest benefit on mankind’ (The Nobel Prize,
Sweden supports creative industries and has produced world class inventors, writers, artists, musicians, actors and game developers. Their business
acumen is evident in businesses such as the very successful global furniture company, IKEA. This business is reflective of Swedish values,
innovation and integrity. Swedish culture is quite diverse as there are many ethnic groups living there.

3. The Swedish national holiday is the 6th of June previously known as Swedish
Flag Day or Svenska Flaggans Dag (Swedishhitradio.com, 2015).
Midsummer celebrations and most annual leave happen between
19th and 25th June every year where activities such as raising a maypole and
traditional dancing is enjoyed (Tidholm and Lilja, 2014), (Midsummer 2015).
Midsummer Night is a night when Swedes believe love is tested (Tidholm andMaypole celebrations (Alva 2015).
During the time of the Midsummer celebrations the sun never sets. Between December 6th
and January 6th each year, there is no daylight. Sometimes within this timeframe the
Northern Lights can be seen in the sky (Wiles, 2014). This phenomenon entices many
visitors from all over to view this amazing spectacle. Crayfish is regarded by some to be a
national delicacy and there is a crayfish feast held in August every year (The crayfish party
2015). Famous actors include Ingrid Bergman and Greta Garbo (Swedish film more than
just bergman 2015). Sweden is becoming established as a place for game developers and
producers. Minecraft and Battlefield are to date the most successful games produced by
Nintendo (Gaming hub Sweden 2015). Music is a big part of Swedish society. Their
government is very supportive of music development and through this support has created
some of the most famous acts in the world. The most famous being ABBA followed by
Roxette, Ace of Base, Europe and the Cardigans (8 reasons why Sweden rocks 2015).
Nobel Day is on 10 December every year. This day is set aside in Sweden and Norway as the day
to celebrate and award people and businesses for achievements in physics, chemistry, physiology or
medicine, literature and peace. The Nobel Prize has been awarded 889 times between 1901 and 2014
to individuals and businesses. This award has been won by people from all industries and countries.
The first was won by Wilhelm Conrad Röntgen for his discovery of X-rays and the last one was won
jointly by Kailash Satyarthi and Malala Yousafzai for their struggle for the benefit of children (The
Nobel prize awarding great minds 2015). This shows how the Swedes ethically view the world and all
its discoveries.
(Europe Word 2015).
Aurora Borealis (Robba N 2013).
Swedish
Culture

4. Sweden’s involvement in the United Nations is central to their foreign policies, but they are also now a member of the European Union, so
European Union law must be taken into consideration as well as their own Swedish Constitution. There has been universal suffrage for women
since 1921. Sweden has had since then female representatives in government, thus indicating that this country is supportive of women (The
Swedish system of government 2015). They rank 4th out of 135 countries in regard to the Gender Gap Index 2012 (Hausman, et al 2012, p 324).
Freedom of the Press is law and has been for 250 years (The Swedish system of government 2015). The Freedom of the Press Act in 1766 was first
enacted by Sweden to allow freedom of speech. This means that all information is easily accessible and authorities are held accountable (Openness
shapes Sweden society, 2014). Sources of information can be kept concealed and do not have to be revealed. This protects the identities of sources
suggesting people would be more willing to reveal information because they can remain anonymous, saving jobs and scrutiny (Openness shapes
Sweden society, 2014). Swedish people can access any official document they need which provides transparency in government and reduces
unsavoury acts and abuse of power (Openness shapes Sweden society, 2014).
Sweden’s policies aim to provide transparency and equality to all its citizens and visitors which work from four main laws:
• Instrument of Government • Freedom of the Press Act
• The Law on Freedom of Expression • Act of Succession.
The only exceptions to this Act are documents that may harm national security, international relationships, monetary policies or economic
interests of the general public, animal or plant protection, private individual’s information and documents that could obstruct crimes
(Openness shapes Sweden society, 2014). Breaches of this law are adjudicated by a government appointed non-political civil servant
(Openness shapes Swedish society 2015).
Sweden does not discriminate against any minority group at all, by law. Sweden is invested in making sure that every
minority group is treated equal and fairly, with laws making sure that citizens are not disadvantaged in any way because
of a minority affiliation (Openness shapes Sweden society, 2014). Sweden was the first to bring in a corporal punishment
prohibition for children in 1979. Sweden has a heavy focus on children’s learning through play. There is much help for
children available and input by young Swedes in all matters is encouraged (Lagerberg, 2014).
Social
Policies

5. The Sami are the indigenous people of Sweden. They have their own
Parliament, language and culture (Sami in Sweden 2015). They are also
known as Lap, Lapp or Laplanders and inhabit the land Sapmi which is
located in Northern Europe, including Sweden (Littlescandinavian.com,
2012). They are hunters and have their own traditional language, clothing,
food and music (Littlescandinavian.com, 2012). They have recently been
officially recognized as the Swedish indigenous people and have been
given rights to protect their heritage (Littlescandinavian.com, 2012).
Sami People (Scandinavian Mum 2012).
Social
Policies
Human Rights for all are covered by the Instrument of Government, Freedom of the Press and the Fundamental Law on Freedom of Expression
laws. Their commitment to Human Rights began 250 years ago with the introduction of freedom of the press. Now they are instrumental in
helping in Human Rights issues throughout the world through Swedish foreign policy. Through laws and regulations, Sweden strives to ensure
that no one is disadvantaged because they belong to a minority (Sweden and Human Rights 2015).

6. One of the world’s most pressing issues over the last three decades has been environmental concerns such as waste, electricity and air quality. The
Olympic Games is a global arena and should take the countries environmental protection efforts into consideration to help promote its messages to
the rest of the world.
In Sweden only 1% of all household waste is not reused, this is a large improvement on their 38% in 1975 (Fredén, 2014). Sweden has achieved
this by consciously making an effort to make recycling a part of their culture. They have done this by placing recycling stations no more than
300m away from residential areas and placing recycling bins in unit blocks. Recycling commercials are used frequently and they have even im-
ported 700,000 tonnes of waste from other countries (Fredén, 2014).
The waste water is treated but it is not drinkable and 50% of waste is burnt to turn into energy and the smoke from the burning waste is 99.9%
non-toxic. This still, however, goes through filters and any leftover sludge is used to fill abandoned mines (Fredén, 2014). Plastics are reused, pa-
per is turned into paper mass, tiles and porcelain is reused in road construction, pharmacy accepts leftover medicine and food is turned into biogas
(Fredén, 2014). The trucks which move the waste are also run on waste electricity or biogas and since the 1990’s Sweden has reduced their green-
house gases by 20% (Official site of Sweden, 2014).
Sweden also wishes to provide the world with the same amount of environmental sustainability
success as it has had by promoting and showcasing Sweden’s results through hosting the Summer
Olympic Games once again. Sweden is currently trying to commercialise environmental
innovations such as vertical urban agricultural buildings, thus eliminating the need for major
transport and saving on energy and pesticides. It is likely that by commercialising these
innovations that they will become part of everyday use (sustainable living, 2014). The Olympic
Games set in the countries capital would help to advertise the recycle lifestyle and
environmental innovations Sweden has adopted and thus encourages other countries to adopt
this lifestyle as well.
Environmental
Efforts

7. Sweden has achieved much in the creative and technology industries. In this respect Sweden is highly regarded worldwide.
But awareness of Sweden’s achievements is low among the younger generations (Why our image is important 2015).
From the perspective of their fellow Scandinavian countries, Swedes are stereotypically seen as clever, capable, reliable
but also too formal, success-ridden and neurotic (Gundelach 2000, p. 113). Their values as a nation appear to be their most
outstanding characteristic (Gundelach 2000, p. 118). Swedes can be reserved but are generally friendly when taking part in
conversation with strangers. They appear to be interested in others opinions and fully listen and interact accordingly. They
are also seen as caring greatly about the environment.
Swedes are not regarded as being big alcohol drinkers because it is expensive and hard to get. Sweden can be expensive and
workers do pay high taxes but in return Swedes enjoy a clean environment, with healthcare and education essentially being
free (10 Swedish myths uncovered 2015). Their government is working on progressive international trade agreements while
keeping an eye firmly on domestic social and environmental issues (Statement of Government Policy 3 October 2014).
Swedish Flag (Pix Shark 2015)
Global perspectives
of Sweden

8. Advertising
restrictions
Advertising regulations are administered by government authorities in Sweden and has a
self-regulatory organization the Reklamombudsmannen (RO) also known as the Swedish
Advertising Ombudsman founded in January 2009 (Reklamombudsmannen 2014). The RO’s main con-
cerns in the code are sexism, stereotyping and discriminating or depreciatory themes which has made a
new popular culture in advertising called gender neutral advertisements become popular with larger com-
panies (Reklamombudsmannen 2014). The Consumer Protection Agency and the Consumer
Ombudsman are responsible for applying and enforcing the Marketing Practices Act (Plogell &
Sundstrom 2004, p. 65). Sweden has had restricted advertising in place for children since 2004, but these
restrictions have been placed under pressure now because of advances in technology and increased use of
the internet as a media outlet. (Sandberg 2011, P222).
Gender Neutral advertising (Patrick Goodenough 2012) Gender Neutral advertising (Patrick
Goodenough 2012)

9. References
8 reasons why Sweden rocks 2015, Sweden, Culture-traditions, viewed 5 February 2015, <https://sweden.se/culture-traditions/8-reasons-why-
sweden-rocks/>.
10 Swedish myths uncovered 2015, Sweden, Culture-traditions, viewed 5 February 2015, <https://sweden.se/culture-traditions/10-swedish-
myths-uncovered/>.
Dvorsky, G. ,2012. ‘Will Sweden abolish the concept of gender?’ io9, viewed 17 February 2015, <http://io9.com/5906663/will-sweden-abolish-
the-concept-of-gender>.
Fact sheet - The Games of the Olympiad 2015, International Olympic Committee, viewed 5 February 2015, <http://www.olympic.org/
results?q=summer%20olympic%20dates>.
Fredén, J. 2014, ‘Recycling Revolution’ Official site of Sweden, viewed 17 February 2015, <https://sweden.se/nature/the-swedish-recycling-
revolution/>.
Gaming hub Sweden 2015, Sweden, Culture-traditions, viewed 5 February 2015, <https://sweden.se/culture-traditions/gaming-hub-sweden/ .>.
Gougoulakis, P & Christie, M 2012, ‘Popular education in times of societal transformation: a Swedish perspective’, Australian Journal of Adult
Learning; vol.52, no. 2, pp.237-256, viewed 18 February 2015, <http://search.informit.com.au/fullText;dn=194202;res=AEIPT> ISSN: 1035-
0462.>.
Government.se, 2014. ‘Statement of Government Policy’, viewed 18 February 2015 <http://www.government.se/sb/d/17662/a/250502>.
Hausmann, R, Tyson, LD & Zahidi, S 2012, ‘The Global Gender Gap Report 2012’, World Economic Forum, Google Scholar.
International Olympic Committee, 2015, ‘Fact sheet- The Games of the Olympiad’, viewed 16 February 2015, <http://www.olympic.org/
results?q=summer%20olympic%20dates>.
Lagerberg, R. 2014, ‘Sweden-Where children count’ Official site of Sweden, viewed 17 February 2015, <https://sweden.se/society/sweden-
where-children-count/>.
Littlescandinavian.com, 2012, ‘The Sami people, the natives of the North’, Little Scandinavian, viewed 18 February 2015, <http://littlescandina-
vian.com/2012/01/16/sami/>.
Midsummer 2015, Sweden, Culture-traditions, viewed 5 February 2015, <https://sweden.se/culture-traditions/midsummer/>.

10. ‘Environmental policy 2014’, Official site of Sweden, viewed 17 February 2015, <https://sweden.se/nature/environmental-policy/>.
‘Quick Facts’, Official site of Sweden , viewed 17 February 2015, <https://sweden.se/quick-facts/>.
Openness shapes Swedish society 2015, Sweden, Society, viewed 5 February 2015, <https://sweden.se/society/openness-shapes-swedish-society/>.
Plogell, M & Sundström, J 2004, ‘Advertising to children in Sweden’, Young Consumers, vol. 5(2), pp.65-68, Emerald Group Publishing Limited viewed 5
February 2015.
Sami in Sweden 2015, Sweden, Society, viewed 5 February 2015, <https://sweden.se/society/sami-in-sweden/>.
Sandberg, H 2011, ‘Tiger talk and candy king: Marketing of unhealthy food and beverages to Swedish children’, Communications, No. 36, pp. 217 – 244,
Walter de Gruyter, Google Scholar, viewed 5 February 2015.
Statement of Government Policy 3 October 2014, Regeringskansliet, Government Offices of Sweden, viewed 5 February 2015, <http://www.government.se/
sb/d/17662/a/250502>.
Sustainable living, 2014, viewed 17 February 2015, <https://sweden.se/nature/sustainable-living/>.
Sweden and Human Rights 2015, Sweden, Society, viewed 5 February 2015, <https://sweden.se/society/sweden-and-human-rights/>.
Swedish film more than just bergman 2015, Sweden, Culture-traditions, viewed 5 February 2015, <https://sweden.se/culture-traditions/swedish-film-more-
than-just-bergman/>.
‘Swedish Hit Radio Celebrates Sweden’s National Day With An All-Songs-In-Swedish Day On June 6th.’ 2015, Swedishhitradio.com, viewed 17 February
2015, <http://www.swedishhitradio.com/news/swedish-hit-radio-celebrates-sweden-s-national-day-all-songs-in-swedish-day-on-june-6th>.
The crayfish party 2015, Sweden, ‘Celebrating the Swedish way’, viewed 5 February 2015, <https://sweden.se/collection/celebrating-the-swedish-way/article/
the-crayfish-party/>.

11. The Nobel prize awarding great minds 2015, Sweden, Society, viewed 5 February 2015, <https://sweden.se/society/the-nobel-prize-awarding-great-minds/>.
The Nobel Prize 2014, Official site of Sweden, viewed 19 February 2015, <https://sweden.se/society/the-nobel-prize-awarding-great-minds/>.
The Swedish Monarchy, 2014, Official site of Sweden, viewed 18 February 2015, <https://sweden.se/society/the-swedish-monarchy/>.
The Swedish system of government 2015, Sweden, Society, viewed 5 February 2015, <sweden.se/society/the-swedish-system-of-government/>.
Tidholm, P. and Lilja, A. ,2014, viewed 17 February 2015, <https://sweden.se/culture-traditions/midsummer/>.
Reklamombudsmannen 2014, ‘About’, viewed 19 February 2015, < http://reklamombudsmannen.org/eng/about>
Why our image is important 2015, Swedish Institute, Image of Sweden, viewed 5 February 2015, <https://eng.si.se/areas-of-operation/image-of-sweden/why-
our-image-is-important/>
Wiles, D. 2014, viewed 18 February 2015, <https://sweden.se/culture-traditions/10-swedish-myths-uncovered/>.

12. Photo References
Alva 2015, ‘Glad Midsommar/Happy Midsummer!’ [ image], on Medium Alva , viewed 18 February 2015,
< http://www.medium-alva.com/2011/06/glad-midsommarhappy-midsummer/>.
Europe Word 2015, ‘Sweden’ [image], viewed 18 February 2015,
<http://www.europeword.com/sweden.html>.
Patrick Goodenough 2012, ‘Gender Neutral advertisements’, Doctor Bulldog & Ronin, [image], viewed 19 February 2015, < https://doctorbulldog.
wordpress.com/2012/11/26/toys-%D1%8F-us-submits-to-progressivisms-stupidity-goes-gender-neutral-in-swedish-advertisements/>
Pix Shark 2015, ‘Scandinavian Flags Wallpaper’ [image], Image Galleries with a bite!, viewed 18 February 2015,
< http://pixshark.com/scandinavian-flags-wallpaper.htm>.
Robba N 2013, ‘Aurora Borealis’ [image], National Geographic Sweden, viewed 18 February 2015,
<http://photography.nationalgeographic.com/photography/photo-of-the-day/aurora-borealis-sweden/>.
Scandinavian Mum 2012, ‘Nomad Sami late 1800eds Northern Sweden’ [image], Little Scandinavian, Viewed 18 February 2015,
<http://littlescandinavian.com/2012/01/16/sami/>.
Sweden 2015, National Geographic Kids, viewed 18 February 2015,
<http://kids.nationalgeographic.com/content/kids/en_US/explore/countries/sweden/>.