It’s been called the “world’s most democratic Twitter account.” Each week, a different Swede takes on the mantel of “Curator of Sweden” with sole control of the country’s official tweets. They tweet on anything Swedish that grabs their fancy – art, culture, weather, politics. So far, official curators have included an organic sheep farmer, a phone sex worker, a Muslim lawyer and a female priest.
The country’s tourism board, Visit Sweden, persuaded the Government to hand over the country’s official Twitter account, @Sweden, to ordinary citizens. The idea is to promote a more diverse impression of Sweden than given by traditional media. The Curators of Sweden website explains, “In an age of mass communication and increasing globalization, a country depends largely on how it is perceived abroad. Political objectives, trade, investments, visitors, exchange of talent and creativity are all heavily dependent on the view of the outside world.” And one official voice can’t describe a whole country.
Curators have to be Swedish, shouldn’t nominate themselves, and have to be active Tweeters. But after that, they’re in charge. Tommy Sollen, the man behind the idea, told BBC Radio 4 “There’s no censorship. Of the 9000 tweets so far we’ve not removed a single tweet.” Even though subjects tweeted have included breastfeeding, gay rights and race.
With nine million Swedes, there are lots more tweets to come.
Listen to the BBC piece about the item at the link below, starting at 45:30.