The mediatized Zlatan made by Sweden : The immigrant’s path from provincial Otherness to a Western Literary Space

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift


The present article analyses the mediatization of the brand and celebrity Zlatan Ibrahimovic using the reception and marketing of the footballer's life story and autobiography as its main case. It is shown that the construction of a myth such as Ibrahimovic transcends the materiality of the book as well as geographical, vernacular and media boundaries, as it is constituted as content in a digital network that produces signification. This 'Zlatan content' is framed by national Swedish values and a traditional Western myth of individual masculine excellence. It is also marked by emotions, class and race, telling a tale about the marginalized emotive immigrant becoming both a national icon and a part of an imaginary Western ghetto experience and global literary canon formation. It is argued that the performance of excitable speech acts is crucial in the mediatization and branding of mass market literature and celebrities such as Ibrahimovic.


Enheter & grupper

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Språk och litteratur


Sidor (från-till)3-15
TidskriftNordicom Review
StatusPublished - 2015
Peer review utfördJa

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Projekt: ForskningIndividuellt forskningsprojekt

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