All that Glitters is Not Gold: Shrinking and Bending Gender Equality in Rankings and Nation Branding: Shrinking and Bending Gender Equality in Rankings and Nation Branding

Research output: Contribution to journalArticlepeer-review

Abstract

After the financial crisis of 2008, a time of reputation rebuilding began in Iceland. Women had been absent in the process leading up to the crisis and a strong discourse emerged calling for women to restore the country and blaming the crisis on the male ‘business Vikings”. At the same time, Iceland became a frontrunner in the Global Gender Gap Report. This article draws on scholarship on the discursive construction of gender equality, nation branding and gender measurements. Taking Iceland as a case example, the article critically examines gender indices with a special focus on the Global Gender Gap index. It explores how a narrow understanding of gender equality is evident in the composition of the Global Gender Gap measurement, illustrating the “shrinking” and “bending” of the concept. The article shows the process in which gender equality rankings are employed in the politics of reputation and turned into nation branding. The article adds to the knowledge of how measurements and indices contribute to the emergent emphasis on gender equality in nation branding.

Original languageEnglish
Pages (from-to)140-152
Number of pages13
JournalNORA - Nordic Journal of Feminist and Gender Research
Volume28
Issue number2
DOIs
Publication statusPublished - 2 Apr 2020

Bibliographical note

Publisher Copyright:
© 2020, © 2020 The Nordic Association for Women’s Studies and Gender Research.

Other keywords

  • bending
  • Gender equality
  • nation branding
  • ranking
  • shrinking

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