On 7 October, I met with Sveriges Radio P4 Väst in Brodalen to discuss our study on climbing as a serious leisure activity and its connection to rural development. The interview was recorded on location, and a shorter version was later published online.
The recording expands on our recent article in the World Leisure Journal [insert link], which examines how climbing contributes to Brodalen’s evolving identity as both a village and a destination. Through long-term engagement, outdoor activities like climbing support place attachment, social bonds, and local initiatives—what we describe in the study as forms of narrative and symbolic value.
I was joined on air by Liz Lamora, who moved to Brodalen from the United States; Michael Buder, originally from Austria; and Patrik “Padde” Svensson, who recently relocated his outdoor shop Fjällsport from Gothenburg to the village. Each of them shared thoughtful reflections on living, climbing, and building community in Brodalen, contributing perspectives that help ground the research in everyday experience.
The full broadcast from October 7 (segment begins at approx. 1:06:10) is available here: Listen to the full program
P.S. If you’re passing through Brodalen, I can recommend visiting Fjällsport, located next to the bouldering hall near Bro Coworking in the heart of the village, by the crags.
I am pleased to share that our article ’Climbing as Serious Leisure and the Shaping of Rural Place Identity’ has been published in the World Leisure Journal.
Co-authored with Johanna Lindström (Åbo Akademi University) and Malin Sundström (University West), the article explores how climbing—as a form of serious leisure—has influenced the developing identity of Brodalen, a rural village on Sweden’s west coast.
Using qualitative fieldwork and theoretical framing from the Serious Leisure Perspective, the study investigates how grassroots narratives, outdoor activities, and community engagement collectively shape Brodalen’s transformation. Climbing in Brodalen is not merely a recreational activity; it has become a catalyst for place identity, local stewardship, and multidimensional value creation—economic, social, cultural, and symbolic.
The study also addresses challenges arising from Brodalen’s growing visibility as a climbing destination. These include how to balance rising popularity with the need for sustainability and inclusion, both socially and environmentally.
We hope this work contributes to broader discussions on serious leisure, rural placemaking, and the evolving role of local narratives in community development.
I am pleased to share that I will defend my doctoral thesis in International Marketing at School of Business and Economics at Åbo Akademi University on Friday, May 2, 2025. The public defence will take place in the Stora auditoriet, ASA, Vänrikinkatu 3, Turku, and it will also be possible to follow the event online. The title of my dissertation is The Narrative Capital of the Place – Value Dynamics in Place Identity and Branding.
I am pleased to share that I will defend my doctoral thesis in International Marketing at the School of Business and Economics at Åbo Akademi University on Friday, May 2, 2025. The public defence will take place in the Stora auditoriet, ASA, Vänrikinkatu 3, Turku, and will also be possible to follow online.
The title of my dissertation is The Narrative Capital of the Place – Value Dynamics in Place Identity and Branding.
Summary
At the defence, Docent Anna Sörensson from Mid Sweden University will serve as opponent, and Professor Bengt Kristensson Uggla from Åbo Akademi University will act as custos.
You can read more about the dissertation and find the full text through Åbo Akademi University’s webpage here or access it via the Doria publication archive.
In his dissertation, Joakim Lind examines how stories and narratives function as analytical and strategic resources that shape place identity and value. Drawing on three qualitative case studies, the dissertation explores how narrative processes contribute to creating both intangible assets and tangible value in the context of place branding and development.
The three cases include the popular cultural narratives related to Stieg Larsson’s Millennium trilogy in Stockholm and Sweden, the Tom Tits Experiment Science Center in Södertälje, and the climbing community in Brodalen on Sweden’s west coast. These cases illustrate how narratives are co-produced by diverse actors, circulate across time and space, and generate economic, social, cultural, and symbolic value in various ways.
A central concept in the dissertation is narrative capital, which describes how narratives can serve as long-term resources for the identity and positioning of places. By combining theories from place branding, narrative theory, spatial theory, and value theory, the study proposes an analytical framework for understanding the interplay between narrative, place, and value.
Narrative capital is defined as a meaning-bearing structure that fosters continuity and change in place development. It influences how local actors and external stakeholders perceive and interact with a place. In the dissertation, the author illustrates that these processes are essential for understanding how places are shaped, managed, and negotiated within broader societal and cultural contexts.
The study offers practical implications for policymakers, place developers, and stakeholders working at the intersection of communication, culture, media, and societal development. It emphasizes the importance of recognizing narrative as a strategic and analytical resource in inclusive place branding.
Thank you for your support and interest!
If you would like a printed copy of my dissertation book, I would be happy to send one to you! The cost is 25 euros, including shipping.
Please email me at joakim.x.lind@abo.fi to place your order and I send you the bank transfer details.
For buyers in Sweden, you can use Swish. For non-Swish users or if you reside outside Sweden, I will send the bank transfer details via email.
Swish number: +46 709 286 973 (Joakim Lind)
When making the payment, please include your name and the ”Dissertation Book” reference so that I can match the payment to your order.
Thank you very much for your interest and support!
PS. I am more than happy to give lectures to present my research project, You are welcome to contact me if you want to know more.
When we talk about the value of film production, it’s often in terms of direct economic spending—how much a production crew spends on hotels, catering, or local services. These figures are tangible, easy to communicate, and politically appealing. But they are also incomplete.
The Impact of Film on People and Destinations—a report developed within the EU-funded initiative Smart Kreativ Stad (Smart Creative City) —shifts perspective. It investigates how films and television productions contribute to shaping how places are perceived, experienced, and remembered, both by audiences abroad and by those who live in the locations portrayed. In this way, the report opens a broader conversation about the indirect and long-term values that moving image narratives can generate for cities and regions.
What We Talk About When We Talk About Film Value
The report broadly defines film as feature films, documentaries, scripted series, and commercials. It notes that film and television are among the most influential cultural forms of our time, spreading knowledge, generating emotional connections, and constructing narratives that shape public imagination.
Crucially, these are mobile industries. Productions are not tied to place in the same way as traditional industries. Instead, they seek locations that offer the right combination of financing, infrastructure, aesthetics, and administrative support. For regions and cities, this creates an opportunity to attract productions, strategically align with them, and co-create value.
Beyond the Shoot: The Importance of Secondary Values
Rather than focusing on well-known spending multipliers during production, the report introduces an approach for understanding secondary values—those effects that take shape through visibility, association and memory.
These include:
Symbolic values, such as alignment with compelling narratives or international prestige
Perceptual values, in how audiences see a place
Relational values, in the form of renewed interest, tourism flows, or cross-sector partnerships
Internal values, such as increased local pride or stronger cultural identity
The report suggests that in many cases, these secondary effects may outweigh the direct financial value of hosting a production, particularly over time.
Methods of Assessment
To make these secondary values more tangible, the report proposes an analytical framework that includes:
Content analysis – examining how the place is portrayed in terms of themes, characters, tone, and visual language.
Reach analysis – estimating audience size, distribution channels, and demographic segments reached.
Media analysis – evaluating press coverage and social media engagement linked to the production.
Digital footprint – analyzing search patterns, web traffic, and digital content associated with the place.
Place perception analysis – assessing how the production has influenced the image and narrative of the location.
This is not a rigid formula but a set of perspectives to help guide evaluation and strategic planning.
A Case in Point: Idaten and Stockholm
The report applies this model to a specific case: the Japanese public broadcaster NHK’s historical drama Idaten, which included episodes filmed in Stockholm in 2019. The series, part of Japan’s long-standing ”Taiga drama” tradition, reached millions of viewers and portrayed Stockholm through the story of Shiso Kanakuri, Japan’s first Olympic marathon runner.
The Stockholm scenes highlighted the city’s history, built environment and cultural symbolism. They also inserted Stockholm into the Japanese cultural imagination—not as an exotic backdrop, but as part of a shared Olympic narrative. Media coverage, web searches and tourism-related interest in Stockholm followed.
This case illustrates how strategic engagement with international productions can help a city enter the cultural narratives of other countries. It also underscores the importance of understanding which stories resonate and how those stories contribute to a place’s identity.
Comparative Insights: The UK and Northern Ireland
In a comparative perspective, the report highlights how countries such as the UK have developed systematic approaches to film and television as drivers of tourism, branding, and regional development. The example of Game of Thrones in Northern Ireland is well known, but it is not an isolated case. British screen industries are closely integrated with tourism agencies and national branding efforts from Harry Potter to The Crown.
The lesson here is not simply to imitate, but to recognize the potential of long-term strategies that bridge film policy, place marketing and cultural diplomacy.
Guidance for Stakeholders
For regional film commissions, destination marketing organizations and cultural policy makers, the report provides a set of recommendations:
Engage early – strategic value is created long before the camera rolls.
Understand the narrative – every production carries a set of meanings; know what stories you associate with.
Tourism, culture, city branding, and local business development should coordinate across sectors.
Think beyond the premiere – plan for post-release engagement, tourism packaging, and narrative reuse.
Measure and reflect – use tools to assess impact and share findings transparently.
Toward a More Reflective Practice
The report does not claim to have all the answers. Rather, it aims to expand the conversation—inviting cities, regions and national actors to move beyond the logic of “film as event” to a more reflective understanding of “film as relationship.”
The implications are clear for those of us working at the intersection of communication strategy, cultural policy, and place development. Film and television are not merely promotional tools. They are cultural forces that help us define who we are, where we are, and how we are seen.
Stieg Larsson’s Millennium trilogy, comprising ”The Girl with the Dragon Tattoo”, ”The Girl Who Played with Fire”, and ”The Girl Who Kicked the Hornets’ Nest”, has not only captivated a global audience but also significantly impacted the perception of Sweden worldwide. Selling over 64 million copies in more than 50 countries, these books have made a mark far beyond their original Swedish setting.
The story, centered around investigative journalist Mikael Blomkvist and hacker Lisbeth Salander, delves deep into the underbelly of Swedish society, exploring themes of corruption, abuse of power, and social injustices. This dark and gripping narrative contrasts sharply with the stereotypical image of Sweden as a country known for its safe cars, efficient governance, and corporate responsibility.
The worldwide success of the Millennium series has sparked a substantial media frenzy and inspired various adaptations, including both Swedish and Hollywood film versions. Despite Larsson’s untimely death before seeing his works’ phenomenal success, his legacy continues to thrive.
Larsson’s portrayal of complex characters and socially charged themes resonates with readers globally, challenging the idealistic image of Sweden and presenting a multi-dimensional, sometimes darker view of the nation. His depiction of strong, unconventional female characters like Lisbeth Salander has particularly struck a chord, offering new perspectives on feminism and societal roles.
Moreover, the trilogy has significantly contributed to Swedish tourism, with fans flocking to Stockholm to trace the steps of their beloved characters. Larsson’s narrative, blending fiction with a realistic depiction of modern Sweden, has also sparked a deeper interest in Swedish culture, politics, and history.
In summary, the Millennium trilogy has not only been a literary and commercial triumph but has also played a pivotal role in reshaping the global perception of Sweden, highlighting the country’s complexities beyond its idyllic facade.
Earlier this month, I had the pleasure of taking part in the Film Festival of Oostende, Belgium – a lively, rapidly growing event that celebrating its fifth anniversary this year. Alongside a diverse programme of premieres, retrospectives, and special guests, the festival hosted a study day on film tourism (setjetting) – a phenomenon increasingly popular across both the cultural and travel sectors.
On September 5, I was honoured to deliver the keynote speech, sharing insights from my research on the Millennium trilogy and its impact on Stockholm’s global image and visitor economy. The story of Lisbeth Salander and Mikael Blomkvist didn’t just travel through books and screens – it became part of the city itself, shaping new forms of urban experience.
My talk centred on how narratives generate value for places – not only economically but also in how we come to understand, imagine, and desire them. When storytelling intersects with tourism, and fiction merges with geography, something powerful occurs: identity transforms into experience.
The audience – composed of film commissioners, tourism professionals, cultural strategists, and researchers – responded with active discussion and thoughtful questions. There was also significant media interest: I was interviewed by De Standaard and De Tijd, and the De Standaard article provided a good overview of the themes discussed during the day.
(Facsimile from De Standaard to be added here)
While in Oostende, I also took time to visit the preserved remains of the Atlantic Wall, a haunting site along the coast where bunkers, tunnels, and artillery stand as stark reminders of World War II. Walking through the narrow concrete corridors, I was struck by the powerful tension between the mediated, imagined places we discuss in film tourism and the raw physical presence of real history. These bunkers are not fiction – they are narrative too, but of a different, irreversible kind. The contrast deepened my sense of how places speak, through both story and silence.
The Oostende festival reminded me that places are not just coordinates on a map – they are cultural constructs, built as much by imagination as by infrastructure. And in that space, film plays a remarkable role.
Summary of the article below: Belgian daily De Standaard ran a feature on film tourism to coincide with the Film Festival Oostende seminar. The article explored how audiences are increasingly drawn to destinations they’ve encountered on screen – a phenomenon known as setjetting. From the misty forests of Twilight in Washington to the dramatic landscapes of The Lord of the Rings in New Zealand, stories have become powerful drivers of travel. The article also noted that cities and regions actively seek out film productions to raise their profiles and stimulate economic activity.
The piece featured commentary from several experts, including myself, on the mechanics and impacts of film-related travel. I spoke about the Millennium trilogy’s influence on Stockholm, noting that when a city is tied to a compelling narrative, it tends to attract more visitors. The article cited figures from my research estimating that the trilogy’s global reach is worth over €100 million in economic value. It concluded by reflecting on the emotional pull of stories and the lasting imprint they leave on the places we associate with them.
On behalf of the Swedish Environmental Protection Agency (Naturvårdsverket), I had the opportunity to lead an extensive assignment in late 2008 through Cloudberry Communications, examining how Sweden’s national parks are understood, experienced, and valued by the public and selected stakeholder groups. The resulting report, delivered in December 2008, aimed to inform future development of a unified identity for Sweden’s national parks—a task that required both analytical rigour and cultural sensitivity.
Our work was commissioned as part of Naturvårdsverket’s broader ambition to strengthen the national parks’ profile in connection with the 100th anniversary of Sweden’s first national parks, established in 1909. The objective was not only to assess public awareness or visitation statistics, but to provide a deeper understanding of the symbolic, practical and emotional meanings associated with national parks. The report subsequently served as the basis for a national design competition launched in 2009.
The Analytical Framework
The assignment was carried out through a combination of qualitative and quantitative methods. These included in-depth interviews, focus groups, workshops, and a nationwide survey. Fieldwork was also central to the approach: we visited several national parks across Sweden and spoke directly with visitors, local stakeholders, and park managers. This gave us a grounded, place-sensitive perspective on how the parks are encountered in practice and the values and expectations they inspire.
The analysis was framed by a recognition that Sweden’s national parks serve multiple roles simultaneously: as protected natural habitats, public recreational spaces, and symbols of national and ecological identity. These overlapping roles demand a communication strategy that is both nuanced and accessible—one that can engage different audiences without compromising on substance.
Key Findings:
High General Support, Low Specific Awareness: While the idea of national parks enjoyed strong public approval, few participants could accurately distinguish them from other forms of nature protection. The concept of a “national park” was often interpreted more broadly than its legal and ecological definition.
Barriers to Visitation: Many respondents expressed a desire to visit national parks more often but cited practical barriers such as travel distance, unclear information, or a perception that the parks were primarily for “serious” nature enthusiasts. Families with children, new Swedes, and younger urban residents in particular expressed uncertainty about what the parks offered.
Symbolic Importance for Stakeholders: For environmental organisations and park managers, the parks were seen as the “crown jewels” of nature conservation in Sweden—flagship areas that deserved greater recognition and a stronger public profile.
Support for a Shared Identity: Across both public and professional audiences, there was significant support for a more coherent and recognisable identity for the national parks. Such an identity was seen as key to increasing engagement, strengthening legitimacy, and differentiating the parks within a broader landscape of protected areas.
Desirable Identity Attributes: Respondents emphasised values such as authenticity, ecological integrity, knowledge, accessibility, and inspiration. These values provided a narrative and visual framework for the identity development that followed.
Taken together, the findings underscore the need for a strategic identity that conveys both the uniqueness and unity of Sweden’s national parks—anchored in scientific credibility, yet emotionally resonant and publicly inviting.
From Analysis to Implementation: The Identity Competition
In spring 2009, Naturvårdsverket launched a national design competition to develop a visual and communicative identity for the parks, grounded in the insights provided by our report. Five multidisciplinary teams were selected through a prequalification process, and the competition brief was explicitly based on the analytical framework we had developed.
In November 2009, the jury announced the winning proposal: Kronjuveler (Crown Jewels), submitted by Happy F&B in collaboration with White Arkitekter and Forsman & Bodenfors Factory. The proposal was praised for its clarity, warmth, and operability. It successfully reinterpreted the existing snowflake symbol—long associated with protected nature in Sweden—into a crown motif that conveyed both national pride and natural splendour.
“The proposal is operational and communicates with joy and engagement,” the jury concluded. “It is simple to understand and can be used across multiple contexts.”
The Kronjuveler concept was subsequently adopted as the new identity platform for Sweden’s national parks, setting a new standard for how protected nature could be communicated in a contemporary, accessible and symbolically rich way.
Dagens Media previewed the initiative in September 2008: Nationalparkerna ska få gemensam identitet
