“May I help you?”

Reverse culture shock: A comparison of the expression of hospitality in Sweden and Taiwan

By Huiyu Chuang

As mobility makes up one of the core values of the Euroculture program, every Euroculturer more or less has cultivated a certain level of “Cultural Intelligence” (CQ) in order to handle all sorts of situations related to intercultural adaptation. Before moving to a new destination, we consciously or unconsciously take different approaches (that are influenced by our personal motivations, and personality) to better prepare ourselves for new cultural encounters. However, when we have to temporarily break away from the culture we have become so comfortable with — or even to go home, back where we come from — we are at the frontline in experiencing possible reverse culture shock.

Reverse culture shock is the process of readjusting, re-acculturating, and re-assimilating into one’s own culture back home after having lived in a different cultural environment for a long period of time. I wonder how my fellow European classmates (who share a common sense of European identity yet are still differentiated due to their unique national cultures) go through the emotions and experiences of reverse culture shock as I do. Crossing over more than five thousand miles from one culture to another, I found that the moment I landed on my homeland (Taiwan), within a week, I felt a weird feeling that strikes me as strong as a typical subtropical typhoon rain. The best way to get out of the storm without getting soaking wet is not to compare cultural aspects of another country with what cultural aspects in our country lack. Aspects that we see as positive in one culture could not be “transplanted” from one place to another without taking fundamental differences and local conditions into consideration. Thus, in this article, I aim to share my experience by showing you the different ways to express hospitality in Taipei (Taiwan) and Uppsala (Sweden) and how this reflection once again reminds me of my responsibility of studying cross cultures.

May I Help you_Article_ByHuiyu Chuang

The most beautiful scenery is…

“The most beautiful scenery in Taiwan is its people.” This is a famous slogan that the Taiwanese tourism sector proudly uses to highlight how hospitable Taiwanese people are. Its credibility is endorsed by international media and many foreign travelers’ testimonies. I have never doubted it, but honestly, I do so based on national pride. For local Taiwanese people, Taiwanese hospitality has never been consciously appreciated because we are so used to it, that to some extent, we take it for granted. This is especially true in the service sector. In the context of Taiwan, it is important to keep in mind that the majority of customers wish to be served hospitably as VIPs, so bosses expect their employees know this “common rule” as well as to provide their hospitable service to the maximum level. The career training often encourages employee to accept this rule by heart and show their hospitality sincerely and naturally as a habit. For those who are naturally critical of this, they might find similar awkwardness as I did in the following stories.

It was about seven o’clock in the evening. I accompanied my parents to a mobile telecom company service center. I did not realize this visit would become a one-on-three private lesson, which causes the staff to work overtime in order to maintain their highly valued “customer satisfaction”. The staff not only completed the basic demonstration and system setting for the new phones, she even accepted my dad’s request to set up everything on the new phones exactly the same as the old phones. Two hours later when everything finished, she came out from her counter and said goodbye to us. I asked my parents: how much do we pay her for her help? Of course, I knew the answer by heart. The service charge covers only the phones — so why is she willing to provide her service to such a degree, and how can customers like my parents be that happy while being served “extra” as the staff did, knowing it is not fairly remunerated? I carried these complicated feelings on my next purchase at a Taiwanese pharmacy chain store. 

It was the final day before my coupon expired. When it was my turn to pay, the staff smiled and said, “I am sorry, the gift mentioned on the coupon is out of stock. However, you can wait until our next program starts which is next week, and use the coupon then.” Sounds pretty reasonable, so I brought those products back to the shelf, but she stopped me and explained which of the products I chose were going to have its prices raised next week (so I should buy them today) and which ones will retain its current price. I was embarrassed because she thought I cared about the price difference, when actually what I really cared about was the coupon. It seems that she knew the customer’s concern, so she actively responded by that suggestion even though I did not mean it and ask for it. But, I still appreciate her unexpected hospitable customer service for a poor student. During the following days, similar patterns keep happening in different cases, in noodle restaurants, in the household registration center, and so on.

In Taiwan, 60% of the population contributes their labor in the service sector, which accounts for 63-65% (2010-2017) of the GDP. The notion of supplying a person’s service as his act of labor implies that whoever can provide better service, decides who can win over customers’ hearts and their money. Drawing on my own observations so far as well as information from local Taiwanese magazines, “good service” is defined by maximum customer satisfaction. In many cases, Taiwanese people care more about affection than rationality. Staff is always expected to figure out what customers’ request is and try to satisfy it. If they can’t satisfy the level of “rationality”, they have to take care of the customer’s affection, usually by giving them alternatives, further suggestions, compensations such as discounts or gifts, or any possible way to make them feel better for the inability to attain the customer’s request. Gradually, some customers are spoiled by the so called “customer first” or “customer is always right” philosophy. Then a term, “奧客” (ào kè direct translation — difficult customer or problematic customer) is created, referring to a customer who places unattainable requests. They follow the original price set, but try to ask for more benefits, and make the supply-and-demand relationship out of balance. To handle this type of difficult customer, the Taiwanese service sector is trained to be super caring to the extent that it becomes my reverse culture shock.

Ask, and it shall be given you

Reverse culture shock is usually derived from a comparison a person makes with a different cultural environment in which he/she has grown accustomed to. In my case, the expression of hospitality I have received in Sweden is different. There is a balance between showing an amount of hospitality (which is considered as “appropriate”) and how much the recipients express his/her need of it. If a person does not express his/her need for help, then another person would usually not interrupt his/her silence (a laissez faire approach, so to speak).  I learned this lesson by going through several interesting stories. Many times, I have difficulties making my mind to buy either item A or B. While I was struggling, I noticed I have a lot of personal space in the stores in Sweden. Even so, once I asked for some opinions from the staff, they were sincere in offering their knowledge, but just the information they think they know. This perfectly corresponds to a saying, “To know what you know and what you do not know, that is true knowledge.”

Besides the retailor sector, I also found similar proof in other aspects of my daily life. While staying in “corridor style” dorm, I enjoyed the balance between having my own space in my private room and social life in the common areas. My “corridor life” was composed of four people in a house. One is Swedish, one has lived in Sweden for more than ten years, the third one is an Italian learning Swedish language and culture, and me. Coming from a culture that cherishes collectivity, I got used to it quickly. However, when hard times came and I needed help, I found that my roommates have been holed up inside their respective rooms for many days, or often rushes into their own rooms right after coming back home. I thought I had better forget my need, but later I realized it does not necessarily mean they are shy or cold like the stereotypes about Swedish people. Once I took my first step to ask, I got tons of helpful responses. Sometimes, if concrete help is not available at that moment, it is very possible that it comes a while later. Several times, I found a sticky note written with the answers to my question on my room door next day. Or similar to another surprise I received from the language center, they informed me of a chance suddenly emerged after my request was declined due to high demand for their language consultancy.

After comparing the different expressions of hospitality in Taiwan and Sweden, I notice the position of “the giver” is stronger in the former case, where one is more active in exerting his/her hospitality as a natural gesture of friendliness, or a trained reflective habit to cater to his target. As for the later case, it takes a step back perspective to embody the concept of egalitarianism in interpersonal relationship without leaving trace of intrusion and pre-assumption.

Do similarities or differences attract each other? 

The theories of similarity attraction and complementary principle are not that unfamiliar to most people. Though in interpersonal relationship perceived similarity is more proven as a factor to result in human liking by scientific researches, complementary principle still explains those exceptions. For example those people who are into intercultural exchange. When we are exposed to various cross cultural input during our study, one of the relevant topics constantly being discussed is the attitude to immigration and the tolerance to cross culture underlined by it. Generally, older people are more concerned about immigration than younger people. One of the reasons is the difference of birth cohorts that decides what life experiences they could have.

Young generation has many chances to receive diversity training (e.g. Erasmus program, international voluntary projects, overseas working experience). These opportunities empower us to shape our future society as open and friendly to cultural differences, which can better collaborate with cross cultural organizations beyond the governmental level. However, this vision would happen only when we are fully aware of the responsibility we are taking to reflect on our attitudes across cultural differences. It is important for people who learn culture to be able to sensitively observe and possess sympathy to differences by using our creativity, passion, and bravery to question why things are the way they are.

Featured picture: Chris-Håvard Berge/Flickr

References

Anne-Marie Jeannet. “The Greying of Europe and Public Opinion about Immigration.” MPC Blog, May 20, 2019. https://blogs.eui.eu/migrationpolicycentre/greying-europe-public-opinion-immigration/ 

Chaban, Natalia, Allan Williams, Martin Holland, Valerie Boyce, and Frendehl Warner. “Crossing Cultures: Analysing the Experiences of NZ Returnees from the EU (UK vs. Non-UK).” International Journal of Intercultural Relations 35, no. 6 (November 2011): 776–90. https://doi.org/10.1016/j.ijintrel.2011.03.004 

“Cultural Intelligence (CQ).” Redhead Communications (blog). Accessed August 12, 2019. https://www.redheadcommunications.com/cultural-intelligence-cq/ 

Gaw, Kevin F. “Reverse Culture Shock in Students Returning from Overseas.” International Journal of Intercultural Relations 24, no. 1 (January 2000): 83–104. https://doi.org/10.1016/S0147-1767(99)00024-3 

Klohnen, Eva C., and Luo, Shanhong. “Interpersonal Attraction and Personality: What Is Attractive–Self Similarity, Ideal Similarity, Complementarity or Attachment Security?” Journal of Personality and Social Psychology 85, no. 4 (October 2003): 709–22. https://doi.org/10.1037/0022-3514.85.4.709

La, Suna, and Choi, Beomjoon. “The Role of Customer Affection and Trust in Loyalty Rebuilding after Service Failure and Recovery.” The Service Industries Journal 32 (January 1, 2012): 105–25. https://doi.org/10.1080/02642069.2011.529438 

Meredith, Willaim H., Abbott, Douglas A., Tsai, Rita, and Zheng, Fu Ming. “Healthy Family Functioning in Chinese Cultures: An Exploratory Study Using the Circumplex Model.” International Journal of Sociology of the Family 24, no. 1 (1994): 147–57. http://www.jstor.org/stable/23029805 

 “Most of Us Tend to Be Attracted to People Who Are Similar to Ourselves.” PsyPost (blog), March 28, 2017. https://www.psypost.org/2017/03/us-tend-attracted-people-similar-48596 

National Statistics Republic of China(Taiwan). “Employed Persons by Industry.” Accessed August 12, 2019. https://eng.stat.gov.tw/ct.asp?xItem=12683&ctNode=1609 

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RedHead Communications. “Cultural Intelligence (CQ).” Redhead Communications (blog). Accessed August 12, 2019. https://www.redheadcommunications.com/cultural-intelligence-cq/ 

“Reverse Culture Shock – The Challenges of Returning Home: Reverse Culture Shock.” Accessed August 12, 2019. https://2009-2017.state.gov/m/fsi/tc/c56075.htm 

Seyfried, B. A., and Hendrick, Clyde. “Need Similarity and Complementarity in Interpersonal Attraction.” Sociometry 36, no. 2 (June 1973): 207. https://doi.org/10.2307/2786567

Shu, Han. “Taiwan: GDP Breakdown by Sector 2017-Statista.” Accessed August 13, 2019. https://www.statista.com/statistics/321366/taiwan-gdp-breakdown-by-sector/

Simon Fraser University. “Stages and Symptoms of Culture Shock – International Student Advising and Programs.” Accessed August 12, 2019. https://www.sfu.ca/students/isap/explore/culture/stages-symptoms-culture-shock.html 

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Treger, Stanislav, and Masciale, James N.. “Domains of Similarity and Attraction in Three Types of Relationships.” Interpersona: An International Journal on Personal Relationships 12, no. 2 (December 21, 2018): 254–66. https://doi.org/10.5964/ijpr.v12i2.321 

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Vanessa. “被服務業寵壞的台灣人 | Vanessa潛進世界 | 遠見雜誌,” January 18, 2018. https://www.gvm.com.tw/article.html?id=55645 

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陸柔羽. “台灣服務業中「以奧為傲」的奧客怪象 – The News Lens 關鍵評論網,” January 19, 2018. https://www.thenewslens.com/article/87863

The C-Word: Rethinking Feminism

By Maeva Chargros

“Should we sign a contract before each sexual intercourse, now?! This is insane!”

Yes, indeed. It is definitely insane to think that a law recently passed in Sweden, placing consent at the core of any rape or sexual assault accusation, automatically forces all parties involved in a sexual act to draft and sign a legally binding contract prior to any intercourse involving penetration. The problem is that our society is unable to grasp a concept that should be the main driving force in any human interaction – professional, personal, intimate, or public. Before our birth, our life is shaped on the basis of this concept’s fragile survival.

This notion is the infamous C-word, consent, and it is crucial not only in our sexual life, but in more or less every single aspect of our lives. It shows up when you switch on your phone, when you commute to work, when you need medical care, when you walk in a park etc. It shows up when you have tea with friends, when you listen to music, when you visit an exhibition, when you purchased the phone or computer you are using to read this article. This is a factual statement. Here comes the opinion-motivated one: this concept, omnipresent and yet, paradoxically almost absent from our lives, is highly feminist and has a significant feminine character. Yet, men benefit from its existence more than women – this, again, is a factual statement based on statistics readily available by anyone interested in the topic.

Before going any further, I need to add an essential sentence, unfortunately. I hope one day, the sooner the better, this sentence will become obsolete. Please take into account while reading it that this article may contain sensitive information that could act as triggers for victims and survivors of sexual assaults. Continue reading “The C-Word: Rethinking Feminism”

My Third Semester: Internship at Eurozine

Interview conducted by Ivana Putri

Béline Hermet (2017-2019, FR) has a background in International Development with a minor in Italian Studies. After a couple of years in Canada, she wanted to go back to Europe. For her, Euroculture was an obvious choice. Apart from her interest in the issues the programme attempts to tackle, she finds additional appeal in the mobility opportunities that the programme offers, which allow her to study in different universities and countries in a multicultural environment with international students.
Béline started her Euroculture life in Uppsala and Göttingen. She spent her third semester doing an Editorial Assistant internship at Eurozine, a network of European cultural journals and an online magazine, headquartered at Vienna, Austria.
Thanks Béline for taking the time to share your experience!

1. So, why an internship?

I know I don’t want to do a PhD, so I was sure from the beginning that I wanted to do an internship to have professional experience and opportunities. I have not yet had the opportunity to do an internship that is of longer duration, and I wanted to get a better idea of what I want to do after Euroculture.

2. Can you tell us what you were doing in your internship? Continue reading “My Third Semester: Internship at Eurozine”

The Rebirth of European TV

By Nemanja Milosevic

For a very long time the original programming of European TV stations had suffered from the dominance of US made TV content, and the discrepancy was mostly caused by the differences in budget. For a very long time, TV shows were seen as being of lesser quality in comparison to movies, and more successful actors would usually avoid appearing on a regular TV show. That recently changed, as several TV shows from the US got acclaim from critics and general praise by the audience, thus the status of TV shows slowly evolved. There has been more creativity involved in making a show and at the same time the level of production and artistic direction of some TV shows improved so much that they could compare to those of movies that usually appear in film festivals. There have been several established movie directors who directed shows and some award-winning actresses and actors who had major roles in some shows (the latest example being Nicole Kidman and Meryl Streep in Big Little Lies).

While all this was happening in the US, Europe started catching up, now that TV shows had a better reputation and an established market among a much wider audience. The European television program was traditionally based on imported content (films and sit-coms), adapted reality and game shows; and the only difference would be whether this content would be presented in a dubbed or original version.[1] The original programming was usually national, it would rarely cross borders and every country had its own type of shows they specialized in. Except for football matches and reality show adaptions (a reality show Big Brother started in the Netherlands, but has experienced a worldwide success, as the rights for the production of the show were sold in many other countries, resulting in the show airing in almost every European country), there was no other content that was ‘pan-European’. That recently changed with the emergence of streaming platforms, such as Netflix and Amazon Prime. These services bought rights for many European original shows and for the first time made them available with subtitles in English and other languages, all across the globe. Continue reading “The Rebirth of European TV”

My Third Semester: Internship at the Permanent Representation of the Federal Republic of Germany to the European Union

Interview conducted by Ivana Putri

Katharina Geiselmann (2017-2019, DE) or also known by her classmates as Kat, spent her first and second semesters at Uppsala and Krakow. Kat studied English Studies in her Bachelor’s, with a minor in Languages and Cultures. After her Bachelor studies, she looked for a completely interdisciplinary Master’s programme that allows her to live in more countries and become familiar with more languages, which led her to start her Euroculture adventure. Kat has just finished her internship at the Permanent Representation of the Federal Republic of Germany to the European Union in Brussels, Belgium, which she did for her third semester. Thanks, Kat, for taking the time to share your experience!

1. Why did you decide to do an internship for your third Euroculture semester?

To be honest, I was quite undecided about which option would be better for me, simply because I did not know if I wanted to pursue a PhD after this programme or work. In the end, I chose to do an internship because I was offered one with the German Foreign Ministry, which has been on my wishlist for quite some time. They also only take interns who can prove that it is an obligatory part of their studies, so I might not have had the option of doing the internship at another time. In the end, I think you can have great experiences both with the research track and the professional track, as long as you find a vacancy that makes you curious. I found that it really helped me to talk about my options with friends, because sometimes you only realize why you want to do what only when talking about it.

2. So, what kind of things did you do at the German Permanent Representation? Continue reading “My Third Semester: Internship at the Permanent Representation of the Federal Republic of Germany to the European Union”

My Third Semester: Internship at the European Commission Representation in Scotland

Interview conducted by Ivana Putri

Mathilde Soubeyran (2017-2019, FR) spent her first and second semesters at Uppsala and Udine. She has a background in Applied Foreign Languages with Law and Economics.  Mathilde has been studying, working, and traveling around Europe for three years. She embarked on the Euroculture adventure after her first try at a different European Studies Master’s programme did not go as she expected. She wanted to focus more on the cultural aspect and politics, which led her to an unregrettable decision of giving Euroculture a go.
During her third semester, she did an internship at the Representation of the European Commission in Edinburgh, Scotland. Thanks Mathilde for taking the time to share your experience!

1. Why did you decide to do an internship?

Before starting Euroculture, I was sure I wanted to follow the research track, and go spend a semester outside Europe. After the first year, I had to be honest with myself: I really am not made for research. Not only am I bad at it, but I also found that I do not enjoy it. In a way, this programme made one thing really clear for me: I need action, I need the real world and I need to see results. I understand that research is really important and valuable, but I will leave that in the competent hands of fellow students.
Two years ago (before starting the programme), I traveled in Scotland with my family, and I fell in love with the country, particularly with the city of Edinburgh, despite the 17°C in August. Sitting on top of Salisbury’s Crags, overlooking the city, I remember thinking that I wanted to live there for at least a few months of my life. Therefore, when the time to make a decision regarding my third semester arrived, it was clear: I needed to do something to experience working life, and do this in Scotland.

2. Can you tell us what you were doing in your internship? Continue reading “My Third Semester: Internship at the European Commission Representation in Scotland”

Euroculture: The Not-So-Cold North!

By Anne-Roos Renkema

The Euroculture universities are full of surprises, as was demonstrated in the last edition of the consortium universities, that govered the hidden gems Olomouc, Krakow and Udine. All of the universities in the consortium have their own beauty, and this time we are travelling a little further north: to Groningen, Göttingen and Uppsala. The more northern universities, especially one particular very northern one, have a very obvious con: the rain, the snow, the ever-present cold. Or, in the Swedish case, the darkness. But do not be fooled by this particular con of the north of Europe, because these cities and universities have their own charm.

There’s nothing beyond Groningen

The Groningen city slogan is the following: “Er gaat niets boven Groningen“, or: “there nothing above and beyond Groningen”. It is a pun, due to its northern, and some might say peripheral, location in The Netherlands. There’s literately very little above and beyond Groningen. However, due to the small size of the Netherlands, you are only an hour and a half away from the West of The Netherlands, with cities like Amsterdam, Rotterdam and The Hague. Not that you would need to go, though, because Groningen is a beautiful and cozy city, filled with students and activities. Continue reading “Euroculture: The Not-So-Cold North!”

The Swedish Elections: The End of the European Role Model?

By Charlotte Culine

Freshly arrived in Uppsala, my mind filled with the idealized Swedish role model, it is with great surprise that I learn that Sweden is now facing the rise of populism and Euroscepticism. Rumours has been the situation in Sweden was slowly decaying but I had not realized the extent this phenomenon had taken in this country often considered as the peace haven of Europe, until I arrived and witnessed the tensions surrounding the legislative elections. After France and the Front National, the UK and UKIP, Austria and the Freedom party of Austria, Italy and the Five Star Movement, it is now Sweden’s turn to deal with Jimmie Åkesson and the Sweden Democrats party. Indeed, the Swedish elections that occurred on the September 9 has for the first time seen the everlasting left-wing Social Democrats party’s monopoly on the government endangered by nationalism and anti-immigration ideologies.
The country has gradually seen the rise of populism ever since the beginning of the 2000’s, following the first arrivals of asylum seekers coming from Iraq. From then, the number of asylum seekers has constantly increased up until 2015 when it reached its peak with 162,877 asylum seekers[i] entering the kingdom, before the government changed the immigration procedure, making it tougher. Sweden, almost unharmed by the 2008 economic crisis, remained prosper and did not seem to be the most fertile environment for such a breakthrough from the nationalist factions.

To have a better understanding of the current political landscape and the point of view of a Swede on this situation, I had an interview with our teacher Lars Löfquist, doctor in Theology, director of studies in Uppsala for the Euroculture programme as well as two other programmes concerning Humanitarian Action. Starting from this, I was able to draw some observations that could explain how Sweden got to this point, what is the current situation and what is to expect in the coming weeks. Continue reading “The Swedish Elections: The End of the European Role Model?”

Me Too: A Temporary Social Media Phenomenon?

By Maeva Chargros

It wasn’t built to be a viral campaign or a hashtag that is here today and forgotten tomorrow. It was a catchphrase to be used from survivor to survivor to let folks know that they were not alone and that a movement for radical healing was happening and possible.” (Huffington Post)

Me Too. Two words that seemed brand new last year (in 2017), when Twitter, Instagram, Facebook and many other (social) media were submerged with the now famous and symbolic ‘hashtag’. The most disturbing part of this ‘movement’ (or ‘phenomenon’ as it is sometimes called) might be its lack of “newness”. Unfortunately, there was nothing unusual, nothing unfamiliar about it… except maybe its scope, and of course its prolonged effects. So, where did this Me Too movement really originate from? What can be said about it, one year later? But most importantly, how can we respond to this movement within the academic world? Though such questions would definitely deserve a couple of books each (at least!), I decided to try and gather some answers. Continue reading “Me Too: A Temporary Social Media Phenomenon?”

Collective Memory in Sweden: the Living History Forum

By Anne-Roos Renkema

No country exists without its history. Or, perhaps equally as important, the specific way it deals with this history: its memory culture. These memory cultures tell us a lot about a specific society, as it tells us one important thing: how it chooses to deal with its past. Memory culture refers to all practices of memory and commemoration, as well as education about the past – and, especially, the darker pages of its history.

One such country is Sweden. Traditionally a militarily neutral country, its post-war memory culture was concerned with exactly that: its perceived neutrality, especially in Europe’s most traumatic experiences in the twentieth century. There has been a shift in Swedish memory culture since the late 1990s, with Swedish historians paying more attention to Sweden’s role in World War II, and its perceived lack of involvement in the conflict. The country now has its own institute for Holocaust commemoration, which uses the Holocaust as a starting point to discuss issues of tolerance, called ‘Forum för levande historia’ (Living History Forum).[1] Why has Swedish memory changed so drastically since the 1990s, so many years after World War II? Continue reading “Collective Memory in Sweden: the Living History Forum”