"CHINA GOING OUT" OR "THE WORLD GOING IN"? THE SHANGHAI WORLD EXPO 2010 IN THE SWEDISH MEDIA

Public diplomacy, nation branding and soft power are the theoretical notions used in this analysis of the Shanghai Expo 2010 and its reception in the Swedish media. This article studies the full coverage during 2010 of the Expo in the four main Swedish dailies. First, a general overview of the reports is presented and then a focused analysis of how the media texts deal with (a) reasons for arranging/participating (b) representation of China/Sweden (c) reporting about outcomes of the Expo and (d) reporting on the international exhibition phenomena. The major conclusion of the study is that Expo 2010 contributed to China's "going global" strategy in a specific way; rather than being used as a vehicle for China "going out" in the world, it became a vehicle for Sweden, and the world,"going in" to China. Another observation discussed is that the international exhibition form was used to de-mediate interactions and relations, offering situated meetings in a unique event context as a node for further mediated communication.