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Abstract

Scandinavian airlines (SAS) published a video (2:43 minutes long) under the title “What is truly Scandinavian?” on February 11, 2020, on the company’s social media sites. The ad was removed later that day, and a new and shorter version was published the day after. This paper takes a closer look on the video and the reactions on it. By focusing on the official Facebook-page of Scandinavian airlines and a range of documents that were published by SAS and others, the document complex surrounding the film is discussed in terms of connectivity and transformation.

Digital Object Identifier (DOI)

10.35492/docam/7/1/9

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