Why should I move to Sweden? : A study about place branding, regional identity and stereotypes in northern Sweden

This study is a rhetorical analysis of how three sparsely populated regions in Norrland –Region Västerbotten, Region Norrbotten and Region Jämtland Härjedalen – communicate on YouTube to strengthen their place branding, create a strong regional identity and attract new residents. By analyzing the content of the videos in relation to stereotypes about Norrland, the study aims to gain insight into how these regions communicate, and how the communication affects the image of Norrland. The study contributes to understandings of how regions communicate to create a positive image of themselves and attract newcomers. The results show that common themes emphasized in the videos are the regions unique and beautiful nature, well developed healthcare, technological innovation, hope for the future and a sense of community between the residents in the region. The findings also indicate that regions mostly use ethos and pathos in their videos to appeal to viewers emotions and establish credibility