Sweden is considered to be one of the most open, welcoming countries in the world. Often, the country is viewed as a shining example of inclusion, especially in regards to their support of the LGBTQ+ community. When analyzing various media from the country, however, many questions arise. Are the groups creating these advertisements doing so for the benefit of the LGBTQ+ community? Or are they for boosting sales, tourism, and recruitment? What if these advertisements actually harm the LGBTQ+ community through stereotyping? Through the analysis of Swedish military and corporate images supporting the LGBTQ+ community, Lounsbury explores possible ideas about the dreams and realities of a queer Swedish utopi
