Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis

Abstract: Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis This thesis seeks to expand the understanding of nation brand image perceptions by exploring the opinions of international audiences about Sweden during the COVID-19 pandemic in the form of sentiments. Given the strong link between a country’s handling of the COVID-19 pandemic and its nation brand, crises can have an impact on the perception of a country’s image. Thus, this thesis aims to contribute to the field of nation branding and public diplomacy by problematizing the notion of nation brand image perceptions in the context of pandemics. A sentiment analysis (SA) of 195.745 tweets between the 27th of January 2020, and the 19th of February 2022 was conducted to comprehensively explore international audiences’ opinions about Sweden during the COVID-19 pandemic. Conclusions were drawn about the implications this might have for Sweden’s nation brand. This study adopts a strategic communication lens by taking a holistic view on the relation between context and publics. Emphasis lies in listening to external audiences as images of places are strategically constructed and simultaneously shaped by people.