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.
"“What Is Truly Scandinavian?”—A SAS Commercial and the Document Complex Surrounding It,"
Proceedings from the Document Academy: Vol. 7
, Article 9.
Available at: https://ideaexchange.uakron.edu/docam/vol7/iss1/9
Digital Object Identifier (DOI)