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)




To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.