What makes a magazine in South Africa promote Scandinavian unity among its immigrant readers and why does a Swedish king endorse attempts to influence pan-Scandinavian opinion through a transnational media event in Sweden, Norway and Denmark? Can portraits of exotic Lapplanders in the British press, enthusiastic accounts of the welfare state in post-war travel literature and descriptions of the liberal Nordic woman as a metaphor for a freer society in Franco Spain really be bundled together under a joint label of 'Nordicness'? How is it that despite the variety of images of the Nordic region...