Paper short abstract:

Regions are 'real' places, yet to become a reality they must be performed. This is exemplified by the multiple 'stage arrangements' (Goffman) used to define and articulate 'Brand Scandinavia'.

Paper long abstract:

The word 'region' refers to a subdivision or zone of the world or universe, the distinctive attributes of which set it apart from its surroundings. One such region is known as Scandinavia or Norden ('the North'). This zone is rooted in 'real' places, but for the region to become a reality it must be performed.

Building on Erving Goffman's The Presentation of the Self (1959), this paper will seek out the various 'stage arrangements' that are necessary for Norden to be present and presented. A case in point was the inaugural 'Scandinavia Show' that took place over two days in central London in October 2010. This provided a stage for consuming (sometimes quite literally) the region. The particular qualities, aesthetics and lifestyles associated with 'Brand Scandinavia' were part of a concerted effort to confirm and define the existence of that region -- and render it perceptible.

This resonates with Goffman's use of the word 'region' as 'any place that is bounded to some degree by barriers to perception' (1959: 92). He proposed three kinds of region: front, back and 'the outside'. These will be adapted in order to facilitate an exploration of the performances ('front'), the organisational structure ('back') and the international (or 'outside') audiences for a variety of Nordic stagings -- ranging from the aforementioned 'Scandinavia Show' to commemorative anniversaries and heritage sites, historical debates and cultural controversies. These 'stage arrangements' consist of real places, (in)tangible heritage and discursive constructs which, taken together, constitute the region that is Norden.