Blog post 3
One of the readings we had to look through this week was about Zlatan Ibrahimovic. It talked about his multifaceted aspects of his image, and how they all piece together a very different looking Zlatan. I want to focus on one such example, as it puzzled me. The example in question being the commercial he did with Volvo. According to the text, what is shown in the ad is something that is not often shown in Swedish media. The image of a man, hunter gatherer, battling the cold, coupled with him being a caring father and a loving husband. I found this surprising when reading this, as I always thought Sweden was ahead of the times in regards to gender norms. Take maternity leave, where it is usually split 50/50 with the father and the mother, and 90 days must be reserved to the father if he so chooses to take them. This is far and away more progressive than anything we have in Canada, so the author saying these contrasting images of Zlatan are rare seem quite odd to me. Perhaps these t...