Sweden: what the fuck happened


It’s a strange headline I know. But it’s there simply  because that “Sweden What the fuck happened”  is the entry page for many of my visitors to this blog although it only contains the now almost legendary image of Stellan Skarsgård as a viking and some nightclub kids with 80s hairstyle, androgyne faces and lots of bronzer in their faces.

But it seems to me that Sweden has a bigger issue than the strange appearance of some of the males or the need to add a bronzer to acquire a tan.

To me, and this is of course my subjective, personal opinion as an emigrant, Sweden has become a country in large part obsessed with buying stuff and obeying rules. And by rules I don’t only mean laws, but all kinds of rules – most noticeably social ones. This has resulted in people being afraid to speak their minds and instead talk about nothing but practical stuff like which phone subscription you should have or which LED TV has the best value for money.

Feelings and thoughts around things that really matters, are left unspoken and unattended. They’re better dealt with alone it seems like.

This reservedness creates a society on standby and as a Swede it’s hurting me to see and experience it. You can blame it on the weather maybe, it can’t be easy to experience grey skies and darkness for 70% of the year, but then you look over to Canada or even Norway with a similar climate and where people seem less prone to have a stick up their butt and more often a smile on their face.

Sweden and Swedes: Cheer up and Chin up! (Fanastic song by Ryan Adams).


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Jonas: Writer. Talker. Thinker. Wine drinker. Brand builder. Tennis player. Family guy.

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