SI is a government agency that promotes interest and confidence in Sweden around the world. SI seeks to establish cooperation and lasting relations with other countries through strategic communication and exchange in the fields of culture, education, science and business.
Key to this process is the understanding of Sweden’s shifting image in different demographics across the world. As part of an ongoing analysis of these dynamics, the SI conducts studies in order to understand what the general public in other countries know about Sweden and how they perceive the country. This study, which was conducted through surveys, seeks to determine whether the frequently one-sided or biased reporting on Sweden and Swedish migration policy has had any effect on how the general public in the US and Canada perceives Sweden.