This article aims to explore the interrelation between post racialism, colorblind ideology, and the perception of Swedishness. Through 40 interviews and surveys conducted in Malmo, Sweden, participants were asked to reflect on race, ethnicity, and Swedishness. Multiple meanings were present in the participants' responses, half of whom were white and half non-white. For white participants, boundaries around the in-group construction of 'Swedishness' were based in whiteness, yet these participants held overwhelmingly negative attitudes towards the use of words race or racialization. On the other hand, non-white participants viewed race and racialization with less negative connotations, yet they also endorsed the need to be white in order to be perceived as being Swedish. The results support the notion that abandonment of the word race does not always equate to an abandonment of whiteness. This article builds upon and expands previous findings in the U.S. context while contributing to an emerging body of literature on race and racialization in Sweden. Additionally, it seeks to challenge dominant narratives and assumptions of 'Swedishness' and its connection to whiteness.

The purpose of this paper is to explore how people’s differentiated privileged and marginalised positions in society create instances of inclusion and exclusion in tourism. Eight authors utilised their diverse disciplinary and theoretical bases to engage in individual autoethnography and collaborative reflections of their personal experiences of being tourists and hosts. Through our Western and non-Western, White and non-White experiences, we reveal experiences from a multitude of perspectives, and problematise the dominant White racial frame. The methodology illustrates unquestioned privileges and feelings of discomfort when personally faced with exclusionary practices and creates an understanding of how individuals have different experiences of enchantment and the tourist gaze. The experience of marginalisation is serial and dialectical, which illustrates the complexity of tourism. The paper contributes to an enhanced and multifaceted understanding of tourism experiences and proposes measures to reveal issues of exclusion. Also, the use of autoethnography and collaborative reflection as methodological tools provide opportunities for researchers and practitioners to engage in reflexive conversation on discriminatory practices, and how they hinder certain individuals and groups from enjoying tourism products and services. 

As a country of high migration, Sweden presents an interesting case for the study of belongingness. For the children of migrants, ethnic and national identification, as well as ascriptive identity, can pose challenges to feelings of belongingness, which is an essential element for positive mental health. In this article, survey data were collected from 626 Swedes whose parents were born in the following countries: Somalia, Poland, Vietnam, and Turkey. The results show that Poles significantly felt they received more reflective appraisals of ascription than any other group. However, despite not feeling as if they were being ascribed as Swedish, most group members (regardless of ethnic origin) had high feelings of belongingness to Sweden. Overall, individuals who felt that being Swedish was important for their identity indicated the highest feelings of belongingness. Further, individuals across groups showed a positive correlation between their national identification and ethnic identification, indicating a feeling of membership to both. These results mirror previous research in Sweden where individuals' ethnic and national identities were positively correlated. The ability to inhabit multiple identities as a member of different groups is the choice of an individual within a pluralistic society. Multiple memberships between groups need not be contradictory but rather an expression of different spheres of inhabitance.

This article examined and compared the US-born and Swedish-born college students' preferences towards monoracial or multiracial advertisement. We showed four fashion advertisements, tracked their eye movements with a stationary eye-tracker, and asked questions through survey and debriefing to understand how students see and perceive advertisements with and without racial diversity. We found that both Swedish and American students exhibited higher preference in monoracial advertisements. We also found that Swedish and American students' preferences towards advertisements were quite similar, but there were some variations in the reported level of attractiveness of the advertisements, reaction times, and dwell time between the Swedish and American students. Even though we did not find any statistically significant results from the eye-tracking data due to the limited sample size, the results point to interesting trends and tendencies that need to be addressed in further studies.

Based on 41 semi-structured interviews with young Latvians and Romanians in Malmö, Sweden, this article explores why Europeans from new European Union (EU) member states want to move to, and stay in, Sweden despite economic difficulties and underemployment. Six main factors for explaining mobility patterns are highlighted: free university education, romantic relationships, cosmopolitan lifestyle, presence of English language, idealisation of Sweden and work–life balance. We read these factors as ideas and aspirations of well-being in the ‘imagined space’ of Sweden. The findings illustrate that many young migrants do not chose to move to Sweden for short-term economic opportunities, but rather to experience a different lifestyle. In most cases, these expectations are met, although over time.