The Exotic North: Gender, Nation Branding and Post-colonialism in Iceland

Abstract

This discussion stresses that looking at countries on the margins of European colonial rule can be useful when considering the wider dynamics of the present, reflecting the persistence of colonial discourses and how racism “endures”. Iceland’s colonial experience was characterized by duality, in which the country was an object of colonialism, while actively participating in the racist discourses predominant in Europe at that time. This paper demonstrates how Iceland’s long association with the exotic and its gendered manifestations is currently being perpetuated by the tourist and state industries, under the influence of neo-liberal ideas about nation branding. When contextualized within the larger geopolitical environment, Iceland as an “exotic” destination unravels the racist and colonized narratives still at play within a wider geopolitical context.