Navigating Denmark in an International Arena: Exploring VisitDenmark's Nation Branding in the Context of a Global Sporting Event
Authors
Eriksen, Mathilde Caroline Kjædegaard ; Saarup, Kathrine
Term
4. term
Publication year
2026
Submitted on
2026-06-01
Abstract
This thesis explores how VisitDenmark can strategically engage in nation branding in connection with the 2028 Olympic Games in Los Angeles, where Denmark is to be promoted as both a nation and travel destination to an international audience. Based on a social constructivist approach and theories of cultural understanding (Iben Jensen), representation (Stuart Hall) and framing (Entman, Dan, Ziem), the study analyzes how American respondents perceive Denmark and how VisitDenmark designs its international communication. The empirical material consists of qualitative, semi-structured interviews with a VisitDenmark representative and a group of American participants, examining their associations with Denmark, their sources of information and the role of the current political relationship between the US and Denmark. A framing analysis identifies patterns, expressions and formulations in the respondents’ descriptions and shows that Denmark is generally perceived positively and associated with values such as trust, welfare, quality of life and social cohesion, often in contrast to conditions in the US. The current political situation does not negatively affect perceptions of Denmark but rather creates concern about how Americans will be received as tourists. On this basis, the thesis discusses how VisitDenmark can build on this positive foundation while communicating with cultural sensitivity and balanced framing, so that Denmark appears authentic, inspiring and relatable without seeming moralizing or idealized. The thesis concludes that effective nation branding at the 2028 Olympics requires not only the promotion of Danish values but also a nuanced understanding of the cultural and political contexts through which international audiences interpret the communication.
Specialet undersøger, hvordan VisitDenmark kan arbejde strategisk med nation branding i forbindelse med de Olympiske Lege i Los Angeles i 2028, hvor Danmark skal profileres som både nation og rejsedestination over for et internationalt publikum. Med afsæt i en socialkonstruktivistisk tilgang og teorier om kulturforståelse (Iben Jensen), repræsentation (Stuart Hall) og framing (Entman, Dan, Ziem) analyseres, hvordan amerikanske respondenter opfatter Danmark, og hvordan VisitDenmark tilrettelægger sin internationale kommunikation. Empirien består af kvalitative, semistrukturerede interviews med en repræsentant fra VisitDenmark og en række amerikanske deltagere, der belyser deres associationer til Danmark, deres informationskilder samt betydningen af den aktuelle politiske relation mellem USA og Danmark. En framinganalyse identificerer mønstre, udtryk og talemåder i respondenternes beskrivelser og viser, at Danmark generelt forbindes positivt med værdier som tillid, velfærd, livskvalitet og social sammenhængskraft, ofte i kontrast til amerikanske samfundsforhold. Den nuværende politiske situation påvirker ikke billedet af Danmark negativt, men skaber snarere bekymring for, hvordan amerikanere vil blive modtaget som turister. På den baggrund diskuteres, hvordan VisitDenmark kan udnytte dette positive udgangspunkt og samtidig kommunikere kulturelt sensitivt og med balanceret framing, så Danmark fremstår autentisk, inspirerende og relaterbart uden at virke moraliserende eller idealiseret. Specialet konkluderer, at effektiv nation branding ved OL 2028 kræver både formidling af danske værdier og en dyb forståelse for de kulturelle og politiske rammer, som internationale modtagere tolker budskaberne gennem.
[This abstract has been generated with the help of AI directly from the project full text]