Military Activism Branded as Peace Activism? Norway's Campaign for a Seat on the UN Security Council

In seeking to present itself as a peace nation, how has Norway sought to address its military activism and NATO membership? This tension was apparent in Norway's recent campaign for a seat on the UN Security Council, where the idea of the country as a peace nation stood central. Using nation branding as an analytical framework, we ask how Norway built and sustained this peace narrative and managed the competing narrative of its role in controversial armed conflicts. As a secondary focus, we ask how Norway's two competitors, Ireland and Canada, presented themselves on these two axes of peace and military activism. Ireland posed a particular threat as it is not a NATO member. To explore these questions, we analyse speeches and texts from Norwegian officials regarding the campaign and examine the official campaign material from all three countries. Given that the image of all three countries was generally similar, we find that each country sought to find unique ways to brand themselves as well as countering the few specific advantages of the others. In the case of Norway, we find that during the campaign the country's military activism was downplayed and other themes were foregrounded in the branding, such as gender equality and international development cooperation. This would legitimate the idea of Norway as a peace nation, a reliable partner that all states could trust.