Upload
paul-cummins
View
54
Download
0
Embed Size (px)
Citation preview
Group Assignment Coversheet (Online version)
1
DETAILS OF ASSIGNMENT
STUDENT NAMES: IDS:
Paul Cummins
Michael Seneviratne
Kara McBride
Matthew Townrow
9903291
5834317
9936246
2315939
UNIT CODE * NAME ADV20001 Advertising Issues: Regulation, Ethics and Cultural Considerations
ASSESSMENT TITLE Major Assignment - Preliminary Assessment of Sweden Host to the 2026 FIFA World Cup
TUTOR’S NAME: DATE OF SUBMISSION:
DECLARATION
We declare that ( the first four boxes must be ticked for the assignment to be accepted):
This assignment does not contain any material that has previously been submitted for assessment at this or any other
university.
This is an original piece of work and no part has been completed by any other student than those signed below.
We have read and understood the avoiding plagiarism guidelines at
http://www.swinburne.edu.au/ltas/plagiarism/students.htm and no part of this work has been copied or paraphrased from
any other source except where this has been clearly acknowledged in the body of the assignment and included in the
reference list.
We have retained a copy of this assignment in the event of it becoming lost or damaged.
□ (optional) We agree to a copy of the assignment being retained as an exemplar for future students (subject to identifying details
being removed).
Student acknowledgement (each member of the group must agree to the
above before including their typed name below):
Date:
Paul Cummins
Michael Seneviratne
Kara McBride
Matthew Townrow
26/08/2016
DETAILS OF FEEDBACK
Office Use Only
Date Received Received by
Total Mark / Grade Marker
Preliminary Assessment of Sweden
Host to the 2026 FIFA World Cup
ADV20001 Advertising Issues: Regulation, Ethics and Cultural
Considerations
Prepared by Group 2: Paul Cummins (9903291), Michael Seneviratne (5834317),
Kara McBride (9936246) and Matthew Townrow (2315939).
Tutor: Nagia Centurion
Word Count: 2,165 (excl. referencing)
Date Submitted: 26/08/16
3
Contents
Introduction ................................................................................................................................ 4
Overview of Sweden .................................................................................................................. 5
History of Football in Sweden ................................................................................................... 6
Cultural Values of Sweden ........................................................................................................ 7
Position and treatment of women in Sweden ............................................................................. 7
Quality and Inequality in the Workforce ................................................................................... 8
Stereotypes in Sweden ............................................................................................................... 9
Attitude towards advertising to children in Sweden .................................................................. 9
Treatment of Immigrants and Foreign Residents ..................................................................... 10
Attitude towards the LGBT community .................................................................................. 11
How do these cultural values ‘translate’ to other promotional culture? .................................. 12
Conclusion ............................................................................................................................... 13
References ................................................................................................................................ 14
4
Introduction
The purpose of this report is to preliminarily assess Sweden as a potential host of the 2026
FIFA World Cup through the analysis of the cultural attributes of this nation. The attributes
covered include the position and treatment of women, stereotyping, the treatment of
immigrants and foreign residents, and treatment and attitudes towards the LGBT community.
The report aims, through the analysis of these factors, to determine whether Sweden would
represent a suitable location to provide an atmosphere that promotes acceptance and tolerance
towards people from all walks of life for both athletes and spectators to experience the 2026
FIFA World Cup.
5
Overview of Sweden
Sweden is one of four Scandinavian nations, and has a population of approximately 9.8 million,
with 910,000 (22%) living in the country’s capital, Stockholm (Sweden Population Clock
2016). An important aspect of Sweden is its embracement of multiculturalism, evidenced by
the 15% of the population who were born abroad (Quick facts about Sweden 2016) and 89%
of the population who regard English as their second language (40 Facts about Sweden 2016).
Sweden has a sound economy, built with the assistance of immigrants (Miles & Thränhardt
1995, p. 162). Furthermore, as Sutherland (2015) states, “Sweden has among the EU’s lowest
levels of national debt, low and stable inflation and a healthy banking system”. These factors
provide Sweden with the essential characteristics to be a successful host of the 2026 FIFA
World Cup.
Image 1: Facts on Sweden (Piktochart 2016).
6
History of Football in Sweden
Sweden has a rich football history and have been a part of the FIFA World Cup tournament
(World Cup) since its establishment in 1930, hosting their first women’s World Cup 25 years
later in 1955, followed by a men’s World Cup in 1958 (Overview of all the FIFA World Cup
host countries 1930-2022 2016). The Swedish national football team has made a total of 11
appearances at the World Cup and is regularly part of the European Cup and the Olympic
Games (Kamperin 2015). The Swedish capital, Stockholm, has a state-of-the-art stadium,
Friends Arena, built in 2012 with a capacity of 55,000 (Friends Arena 2016). The stadium is
situated in close proximity to the city centre and is easily accessible by transport (Friends Arena
2016). Friends Arena demonstrates Sweden’s ability to build venues suitable for events such
as the World Cup, however, to meet the minimum 8 stadium requirement Sweden will be
required to invest in further venues (Manfred 2015). Sweden however, has one of the lowest
levels of debt in the EU (How Sweden created a model economy 2016) further indicating their
financial ability to host the World Cup.
Image 2: Friends Arena, Stockholm, Sweden (Ripley 2012).
7
Cultural Values of Sweden
Sweden’s cultural values are well suited to hosting one of the world’s largest sporting events
the World Cup. A core value Swedes hold, is the value placed on multiculturalism. As Nelson
(2015) suggests, “Swedes have long seen their country as a humanitarian superpower – one
that may avoid military conflict, but stands in the front-line of helping the world’s
dispossessed”. This began after the Second World War as Sweden’s booming economy
required skilled labour from Europe (Miles & Thränhardt 1995, p. 162) and has since continued
to embrace and accept refugees (Sweden Sverige 2016a). A key characteristic of their culture
is that Swedes regard themselves as egalitarian in nature, humble and find boasting absolutely
unacceptable (Commisceo Global 2016), such a friendly nature will assist tourists visiting
Sweden for the World Cup.
Furthermore, Swedes are world leaders in equal rights (Bennhold 2010), with equality seen as
a cornerstone of their society (Sweden Sverige 2016b). Their main strategy is Gender
mainstreaming, to ensure that equality continues to evolve, including areas such as the
distribution of education, power and resources (Sweden Sverige 2016b).
Art and Music are also important aspects of Swedish culture. Music is well funded and children
are encouraged early-on to take part in associated activities (Sweden Sverige 2016e).
Additionally, protecting the environment is important, with 99% of household waste being
recycled - much of it burnt to create energy (Sweden Sverige 2016c). All Swedes do their part,
from homes actively separating recycling, to businesses accepting used clothing (Sweden
Sverige 2016c). This focus may assist Sweden in reducing the carbon footprint of the World
Cup.
Position and treatment of women in Sweden
Sweden is renowned as a country of equal opportunity; “Sweden wants women and men to
enjoy the same opportunities, rights and obligations in all areas of life” (Gender Equality in
Sweden 2016); owing to this many consider Sweden a feminist country. Women are formally
treated as equals in all areas of life, with this principle introduced in pre-school, and naturally
filtering into areas such as the workplace and sport (Gender Equality in Sweden 2016). The
Swedish government describe themselves as a feminist government (Numhauser-Henning
2015) and is an example of the positive position and treatment of women whereby, according
8
to Numhauser-Henning (2015), “there is close to equal representation in decision-making”.
The EU gender equality index lists Sweden as number one in gender equality, scoring 74.3%
compared to the EU average of 54%” (Numhauser-Henning 2015). This demonstrates that
Sweden’s position and treatment of women is positive in nature; women are treated equally
from childhood and are represented significantly in government, making an excellent host of
the “World’s Game”.
Quality and Inequality in the Workforce
Sweden is a country that prides itself on gender equality, especially when it comes to the
workforce. The Swedish Discrimination Act states that there is a “requirement that all
employers must actively pursue specific goals to promote equality between men and women”
(Gender Equality in Sweden 2016); this policy appears to be successful, as 73% of women and
77% of men are in paid work (Sweden 2016), giving women almost the same employment rate
as men (Numhauser-Henning 2015). Another factor promoting equality in the workforce is
Sweden’s policies relating to parental leave; parents are entitled to 480 days of paid parental
leave per child, this policy is gender neutral (Gender Equality in Sweden 2016). These policies
and statistics confirm that Sweden embraces gender equality in the workforce, and provides a
basis for both men and women to receive equal employment opportunities during the World
Cup, something that may not be possible elsewhere.
Image 3: Equality (Weiss 2014).
9
Stereotypes in Sweden
Swedish people stereotypically are seen as attractive, tall and slender with blonde hair and blue
eyes. Sweden is regarded as being a very progressive, feminist and liberal society, leading the
way in gender equality with women easily able to have both a career and family (Baldwin
2013). Furthermore, Swedes are seen as being modern, adapting to new technologies and
trends, honest and trustworthy (Baldwin 2013). Other stereotypes include being arrogant,
unfriendly, a little boring and somewhat racist (Baldwin 2013), therefore, Public Relations
should be undertaken to overcome any negative image that may exist in the international
community when promoting Sweden as a host nation.
Image 4: Swedish Stereotype (National Stereotype 2015).
Attitude towards advertising to children in Sweden
Sweden has a long history of consumer protection, specifically consumer groups that are
considered to be vulnerable, such as children (Plogell & Sundström 2004, p.65). Two
government authorities protect consumer interests; the Consumer Protection Agency and the
Consumer Ombudsman (Plogell & Sundström 2004, p.65), with the Marketing Practices Act
(“MPA”) being the general law that applies to all marketing activities (Plogell & Wardman
2009, p.65).
10
Sweden has banned television advertisements aimed at children under the age of 12, which has
been the case since the introduction of commercial television from the 1st of July 1991 (Wall
Street Journal 2001). The majority of the Swedish population believe that advertising to
children is ‘not fair play’ (PPU 2016), with research findings showing children under the age
of 10 cannot differentiate between a commercial and a program, and do not understand the
purpose of a commercial until age 12 (Shah 2001). It is important to note, the prohibition only
applies to television advertising broadcast from within Sweden; external broadcasts from other
counties are not covered by the prohibition if directed to Swedish subjects (Plogell &
Sundström 2004, p.66). When determining who the target audience is for an advert factors
such as the characteristics of the product, the commercial design and when the commercial is
broadcast are taken into account, however, for advertisers the definition ‘aimed at attracting
the attention of children under the age of 12’ remains vague (Plogell & Sundström 2004, p.66).
Further, Swedish law prevents direct mail advertising being addressed to children under the
age of 16 (Swedish Consumers´ Association 2001); such advertising must therefore be
addressed to the guardian of the child (Plogell & Sundström 2004, p.67).
Advertising campaigns for the World Cup need to take into account Swedish laws and rules
about advertising, including whether adverts could be interpreted as having a target audience
under the age of 12 years, and ensure that any mailing lists purchased for use in direct mail
campaigns be ‘cleansed’ so that there are no listings for persons under the age of 16. Whilst
this may be considered an impediment to advertisers, rule breaking in Sweden may be more of
a commercial impediment
Treatment of Immigrants and Foreign Residents
Immigration in Sweden has formed an essential part of the country’s history and policies. As
Wiesbrock (2011) explains, the country adopted immigrant integration in the 1960's, providing
courses in the Swedish language for immigrants, as well as a new integration policy in the
1990's to allow equal rights and opportunities for all people in Sweden regardless of their
ethnicity. The aim is to create social cohesion and eliminate racism and discrimination. These
goals depict Sweden as a nation which welcomes and respects migrants with a view to assist
them in integrating into Swedish society. It suggests an atmosphere of working together as a
society, regardless of a person’s identity, to create a stable nation which is desirable to live in.
11
Furthermore, Alstrom (2013) notes that from the 1980's onwards Swedish migration laws have
been generous and less restrictive, resulting in the country being ranked second in the number
of accepted asylum seekers per capita out of twenty European and North American
countries. However, a result of its generosity and tolerance towards immigrants Sweden has
also been required to reinstate border controls to control entry of the large number of
prospective migrants, according to Orange and Foster (2015).
As a successful bid for the World Cup would attract foreign guests to Sweden, the generosity
and tolerance shown towards foreigners will make this nation most suitable for athletes and
spectators alike.
Attitude towards the LGBT community
Sweden have been united in their collective stance that there is no room for discrimination
against the LGBTQ community (Sweden Sverige 2016d). Swedish policy makers and
legislators are striving to provide the LGBTQ community the same rights as the broader
community through the implementation of gender agnostic laws (Fishkin 2014, p. 227).
Sweden introduced adoption rights for gay couples in 2003, and provided lesbians with
insemination rights in 2005 (Sweden Sverige 2016d). Following this progression, the LGBTQ
community received equal marriage rights in 2009, with the prohibition of discrimination based
on sexual orientation being outlawed in 2011 (Sweden Sverige 2016d). These laws and a
general desire to fight for continual improvement have resulted in Sweden being ranked 12th
out of 49 nations in Europe in respect of human rights (Rainbow Europe 2016).
Image 5: Internationally Welcoming (Thering 2015)
12
How do these cultural values ‘translate’ to other promotional culture?
The values found in Swedish culture can be seen in advertising and the promotion of the
country in general. In terms of hospitality and nature, Swedish newspaper “the Local” (2013)
published results from a survey that found tourists, particularly those from other parts of
Europe, regarded the Swedish hospitality standards, together with the countryside and nature
as key reasons for visiting the country.
Sweden promotes equal rights for both men and women; this is visible in advertising. Majid
(2013) found a series of Swedish television advertisements showed no distinction in gender
roles, with men and women being depicted undertaking a variety of roles. Peck (2012) also
reports on a gender-neutral toy catalogue published in Sweden, suggesting children should be
able to select which toy they prefer rather than selecting one based on their gender.
In an attempt to prevent discrimination towards the LGBTQ community and people in general,
the Swedish postal service has issued a stamp with a rainbow graphic to “emphasise the equal
value of all people and the strength represented by people’s unique qualities and differences”
(Duffy 2016).
Strict control on the sale of alcohol also reflects the cultural value of avoiding alcohol abuse.
According to the country’s Alcohol Act, the “advertising of alcohol must apply special
moderation...[and] other marketing measures must also not be insistent, intrusive or encourage
the use of alcohol” (Plogell & Ullberg 2016).
Sweden’s hospitality, natural environment, control on alcohol, and promotion of acceptance
and tolerance of all people, as discussed above provide Sweden with a strong foundation to
improve the promotional culture of the World Cup. This will be achieved by adapting its values
into advertisements and promotional material adding to an inclusive, safe and welcoming spirit
to the tournament, thus providing a strong case for Sweden to be considered as host for the
World Cup.
13
Image 6: Swedish Rainbow postage stamp (Duffy 2016).
Conclusion
As set out in this report, Sweden has a long history with football dating back to 1930, with a
great understanding of the requirements for holding the tournament given that they have hosted
both Women’s and Men’s FIFA World Cups previously. The country’s cultural values are
uniquely suited to embracing all differences that spectators may bring to the event and Sweden
has a strong stance on preventing discrimination, which includes strong gender equality
policies, integration of immigrants and foreigners and positive views towards the LGBT
community. The changes made towards the LGBT community for instance, demonstrates that
Sweden possesses the ability to accept and promote minority groups in society. Sweden’s
policies towards advertising to children further demonstrate that they are not accepting of
exploiting vulnerable groups. Although Sweden will have to undertake substantial
development of stadiums suitable to host the tournament, the factors discussed in this report
demonstrate that Sweden is adept to change, is organized and in a strong financial position to
undertake this investment in infrastructure. Therefore, Sweden should be considered as a
strong candidate to host the 2016 FIFA World Cup.
14
References
40 Facts about Sweden 2016, Fact Slides, viewed 17th August 2016,
<http://www.factslides.com/s-Sweden>.
Astrom, H 2013, Sweden’s Migration Policy, World Bulletin, viewed 17 August 2016,
<http://www.worldbulletin.net/?aType=haber&ArticleID=119595>.
Baldwin, J 2013, European Stereotypes, National Stereotype, viewed 12 August 2016,
<http://www.nationalstereotype.com/european-stereotypes/>.
Bennhold, K 2010, ‘In Sweden, Men Can Have It All’, New York Times, 9 June, viewed 23
August 2016, <http://www.nytimes.com/2010/06/10/world/europe/10iht-sweden.html?_r=0>.
Commisceo Global 2016, A Look at Swedish Language, Culture, Customs and Etiquette,
Commisceo Global, viewed 24 August 2016, <http://www.commisceo-global.com/country-
guides/sweden-guide>.
Duffy, N 2016, Sweden’s stamps are turning rainbow to celebrate Pride, Pink News, viewed
20 August 2016, <http://www.pinknews.co.uk/2016/03/30/swedens-stamps-are-turning-
rainbow-to-celebrate-pride/>.
FIFA, 2016, FIFA World Cup, FIFA, viewed 23 August 2016,
<http://www.fifa.com/aboutfifa/worldcup/>.
Fishkin, J 2014, Bottlenecks: A New Theory of Equal Opportunity, 1st edn, Oxford University
Press, New York, viewed 23 August 2016,
<https://books.google.com.au/books?id=sfRMAgAAQBAJ&pg=PA227&dq=sweden+imple
mentation+of+gender+agnostic+laws+government&hl=en&sa=X&ved=0ahUKEwjLlu_Yw9
zOAhXGoZQKHao_B_EQ6AEITDAH#v=onepage&q=sweden%20implementation%20of%
20gender%20agnostic%20laws%20government&f=false>.
Friends Arena 2016, Stadium Guide, viewed 16th August 2016
<http://www.stadiumguide.com/friendsarena/>.
Gender Equality in Sweden 2016, Sweden.Se, viewed 16th August 2016,
<https://sweden.se/society/gender-equality-in-sweden/>.
15
How Sweden created a model economy 2016, Sweden.SE, viewed 16th August 2016,<
https://sweden.se/business/how-sweden-created-a-model-economy/>.
Kamperin, P 2015, Sweden National Football Team: World Cup History, Per Kamperin,
viewed 16th August 2016,< http://perkamperin.com/sweden-national-football-team-world-
cup-history/>.
Majid, A 2013, Cultural Influence in Advertising, University of Gothenburg, viewed 19
August 2016, < https://gupea.ub.gu.se/bitstream/2077/33925/1/gupea_2077_33925_1.pdf>.
Manfred, T 2015, Brazil's $3 billion World Cup stadiums are becoming white elephants a
year later, Business Insider, viewed 16th August 2016,
<http://www.businessinsider.com.au/brazil-world-cup-stadiums-one-year-later-2015-
5?r=US&IR=T>.
Miles, R & Thränhardt, D 1995, Migration and European Integration: The Dynamics of
Inclusion and Exclusion, 1st edn, Fairleigh Dickinson University Press, London, viewed 23
August 2016,
<https://books.google.com.au/books?id=iYBNW1KLmFgC&pg=PA162&dq=sweden+secon
d+world+war+migration&hl=en&sa=X&ved=0ahUKEwiBj8X3sdzOAhVCoJQKHYM9CM
M4ChDoAQgvMAQ#v=onepage&q=sweden%20second%20world%20war%20migration&f
=false>.
National Stereotype 2015, What do you think about Swedes?, National Stereotype, viewed 16
August 2016, <http://www.nationalstereotype.com/what-do-you-think-about-swedes/>.
Nelson, F 2015, ‘How Sweden, the most open country in the world, was overwhelmed by
migrants’, The Telegraph, 12 November, viewed 23 August,2016
<http://www.telegraph.co.uk/news/worldnews/europe/sweden/11992479/How-Sweden-the-
most-open-country-in-the-world-was-overwhelmed-by-migrants.html>.
Numhauser-Henning, A 2015, The Policy on Gender Equality in Sweden, Euro Parl, viewed
17th August 2016,
<http://www.europarl.europa.eu/RegData/etudes/STUD/2015/510011/IPOL_STU(2015)5100
11_EN.pdf>.
16
Oliver, G 2013, ‘Swedes 'best in the world' at English – again’, The Local, 7 November,
viewed 25 August 2016, < http://www.thelocal.se/20131107/swedes-ranked-again-best-
world-english>.
Orange, R & Foster, P 2015, Sweden calls on Britain to help with migrant crisis as it re-
imposes border controls, The Telegraph, viewed 16 August 2016,
<http://www.telegraph.co.uk/news/worldnews/europe/sweden/11990054/Sweden-calls-on-
Britain-to-help-with-migrant-crisis-as-it-re-imposes-border-controls.html>.
Overview of all the FIFA World Cup host countries 1930-2022 2016, FIFA, viewed 16th
August 2016, <http://www.fifa.com/mm/document/fifafacts/mencompovw/51/99/03/133485-
factsheet-fifahostcountriesoverview1930-2022.pdf >.
Peck, S 2012, Parents Are Freaking Out Over These Gender-Bending Toys 'R' Us Ads From
Sweden, Business Insider Australia, viewed 20 August 2016,
<http://www.businessinsider.com.au/gender-bending-toys-r-us-ads-from-sweden-2012-
11?r=US&IR=T>.
Plogell, M & Sundström, J 2004, ‘Advertising to children in Sweden’, Young Consumers,
vol. 5, no. 2, pp. 65-68, viewed 12 August 2016,
<http://www.emeraldinsight.com.ezproxy.lib.swin.edu.au/doi/pdfplus/10.1108/17473610410
814184>.
Plogell, M & Ullberg, E 2016, Alcohol Marketing Through Direct Marketing Allowed In
Sweden,Global Advertising Lawyers Alliance, viewed 20 August 2016,
<http://galalaw.com/sweden-alcohol-marketing-through-direct-marketing-allowed-in-
sweden>.
Plogell, M & Wardman, J 2009, ‘Advertising to children in Sweden’, Young Consumers, vol.
10, no. 4, viewed 12 August 2016,
<http://www.emeraldinsight.com.ezproxy.lib.swin.edu.au/doi/full/10.1108/yc.2009.32110dab
.001>.
PPU 2016, CHILDREN AND ADVERTISING the european dimension, PPU, viewed 14
August 2016, <http://www.ppu.org.uk/chidren/advertising_toys_eu.html>.
17
Quick facts about Sweden 2016, Study in Sweden, viewed 16th August 2016,
<https://studyinsweden.se/why-sweden/quick-facts-about-
sweden/?nabe=6477447614169088:1&utm_referrer=https%3A%2F%2Fwww.google.com.au
%2F>.
Rainbow Europe 2016, Country rankings, Rainbow Europe, viewed 25 August 2016,
<https://rainbow-europe.org/country-ranking>.
Ripley, D 2012, ‘New surroundings: Fans packed in for the opening match at Sweden's new
stadium, the Friends Arena’ [image], in LIVE: Sweden 4 England 2 - the action as it
happened from the Friends Arena, Daily Mail Australia, viewed 23 August 2016,
<http://www.dailymail.co.uk/sport/football/article-2231870/Sweden-v-England-
live.html#ixzz4ILV99yKp>.
Shah, A 2001, Children as Consumers, Global Issues, viewed 14 August 2016,
<http://www.globalissues.org/article/237/children-as-consumers>.
Stockholm Population 2016, World Population Review, viewed 16th August 2016,
<http://worldpopulationreview.com/world-cities/stockholm-population/>.
Sutherland, S 2015, How Sweden Created a Model Economy, Sweden.se, viewed 16th
August 2016, <https://sweden.se/business/how-sweden-created-a-model-economy/>.
Sweden 2016, OECD Better Life Index, viewed 16th August 2016,
<http://www.oecdbetterlifeindex.org/countries/sweden/>.
Sweden Population Clock 2016, Country Meters, Viewed 16th August 2016,
<http://countrymeters.info/en/Sweden>.
Sweden Sverige 2016a, Sweden and Migration, Sweden Sverige, viewed 23 August 2016,
<https://sweden.se/migration/#2015>.
Sweden Sverige 2016b, Gender equlity in Sweden, Sweden Sverige, viewed 23 August 2016,
<https://sweden.se/society/gender-equality-in-sweden/>.
Sweden Sverige 2016c, The Swedish recycling revolution, Sweden Sverige, viewed 23
August 2016, <https://sweden.se/nature/the-swedish-recycling-revolution/>.
18
Sweden Sverige 2016d, Working For a Gay-Friendly Sweden, Sweden Sverige, viewed 25
August 2016, <https://sweden.se/society/working-for-a-gay-and-equal-sweden/>.
Sweden Sverige 2016e, 8 reasons why Sweden rocks, Sweden Sverige, viewed 25 August
2016, < https://sweden.se/culture-traditions/8-reasons-why-sweden-rocks/>.
Swedish Consumers´ Association 2001, Children and marketing - the commercial pressure is
rising, Swedish Consumers´ Association, viewed 15 August 2016, <http://www.humanics-
es.com/kids-ads.pdf>.
The Local 2013, Foreign tourists praise Swedes’ hospitality, The Local, viewed 20 August
2016, < http://www.thelocal.se/20130605/48346>.
Thering, S 2015, ‘Intentionally Welcoming’ [image], Design Coalition, viewed 23 August
2016, <http://www.designcoalition.org/UCCohousing/community/art/Intentionally-
welcoming-window-decal.jpg>.
Wall Street Journal 2001, Sweden Pushes Its Ban on Children's Ads, Wall Street Journal,
viewed 13 August 2016, <http://www.commondreams.org/headlines01/0529-05.htm>.
Weiss, B 2014, ‘Equality’ [image], Pintrest, viewed 24 August 2016,
<https://au.pinterest.com/pin/400961173046293420/>.
Wiesbrock, A 2011, The Integration of Immigrants in Sweden: a Model for the European
Union?, Universite de Montreal, viewed 16 August 2016,
<http://archives.cerium.ca/IMG/pdf/72-immigration-wiesbreck.pdf>.