Curators of Sweden

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Curators of Sweden is a social media campaign initiated by the government agency Swedish Institute and VisitSweden on Twitter. It launched December 10, 2011 with the main concept of a rotating spokesperson, or rather a curator, on the official[citation needed] Twitter account of Sweden, @sweden.


The concept originated December 10, 2011, when Swedish Institute and VisitSweden launched Curators of Sweden.[1] The project hands the official Twitter account @Sweden to a new Swedish person every week to manage, with the expressed goal to manifest Swedish diversity and progressiveness through their own life, personality and views.[2]

The campaign has been widely reported in media around the world[3][4][5][6][7][8][9] and inspired the launch of many similar projects. The Twitter account @PeopleofLeeds started January 15, 2012, where citizens of Leeds represent their hometown. January 18, 2012, @WeAreAustralia and @TweetWeekUSA, followed by @CuratorsMexico and @BasquesAbroad January 21. All of these are unofficial accounts without governmental influence or sanctions, unlike @sweden. They have recently been given a concept name of Rotation Curation.

Curators of Sweden was created by the Swedish agency Volontaire. The project won The Golden Egg (Guldägget) on April 17, 2012, received gold in the Clio Awards on May 15, 2012, and was awarded Grand Prix at the Cannes Lions on June 20, 2012.[10]

Rotation Curation[edit]

Rotation Curation, also #RotationCuration, is a social media concept where official and unofficial projects, countries, cities, companies, cultural, and, or other types of groups rotate their spokespersons, curators, every week.

Initially most of these projects all had a location in common, which saw the creation of the concept Location Curation, with the hashtag #LocationCuration. When the idea spread to organisations unbound by location the expression was abandoned. Because of their common concept of rotating the holder of the account, people on Twitter decided to use the expression #RotationCuration, which was coined by the Twitter user @auldzealand on March 22, 2012.[citation needed]

The block list in 2017[edit]

In 2017, the Swedish Institute blocked 14,000 Twitter accounts from interacting with @sweden. Among the blocked were journalists, authors, politicians (some elected members of the Riksdag), businessmen and ambassadors. When the block list was reported in the media, the Swedish Institute lifted the blocks and apologized.

When media, with support from the constitutional Principle of Public Access, asked to review the list of accounts that had been blocked the Swedish Institute deleted the document.

The Swedish Institute asked for an external review of the event. The review criticized the institute for blocking the accounts which had been done without regard of the Swedish constitution. The review also heavily criticized the institute for deleting the document in violation of the law.

List of past curators[edit]

So far the following users have curated the @Sweden account (sorted chronologically):[11]

From To Name Twitter
January 2, 2017 January 9, 2017 Diana Voxerbrant @voxerbrant
January 9, 2017 January 16, 2017 Charbel Talani @Asfyxi
January 16, 2017 January 23, 2017 Mika Gredegård @mikagredegard
January 23, 2017 January 30, 2017 Johan Svensson @SnilletJohan
January 30, 2017 February 6, 2017 Joakim Kvist @HejaInternet
February 6, 2017 February 13, 2017 Dennis Steisjö @Steisjo
February 13, 2017 February 20, 2017 Emma Johansson @kseenaa
February 20, 2017 February 27, 2017 Max Karlsson @KarlssonMax
February 27, 2017 March 6, 2017 Fredrik Strage @fredrikstrage
March 6, 2017 March 13, 2017 Paula Avila @fenjima
March 13, 2017 March 20, 2017 Beatrice Rindevall @BeaRindevall
March 20, 2017 March 27, 2017 Aron Strandberg @aronstrandberg
March 27, 2017 April 3, 2017 Diego Peñaloza @godiepeco
April 3, 2017 April 10, 2017 Assi Süer @Astrobloggen
April 10, 2017 April 17, 2017 Kim Bäcksbacka @finnishpaleface
April 17, 2017 April 24, 2017 Sandra Karlsson @litenspindel
April 24, 2017 May 1, 2017 Johan Hedberg matgeek on YouTube
May 1, 2017 May 8, 2017 Carl Stanley @CarlStanleyy
May 8, 2017 May 15, 2017 Vian Tahir @peakgeekpod
May 15, 2017 May 22, 2017 Tobias Johnsson @bandyzocke
May 22, 2017 May 29, 2017 Lina Lindström @landstromlina
May 29, 2017 June 5, 2017 Erik Dahlqvist @ErikDahlqvist


External links[edit]