24/01/2019
NEW ELECTIVE: “Danish hygge” – a cultural concept and a lifestyle brand
In the past two centuries, the notion of hygge has been a proclaimed marker of national identity in Denmark. Defined as striving for social harmony that takes place in settings devoid of status-competition and calculated behavior, hygge has remained a popular self image, although criticized by progressive intellectuals. Despite disagreements on the subject, academic scholars consider hygge a persistent cultural feature that reached a climax in recent decades by resembling the Danish welfare state’s normativity oriented towards ideals of proximity and comfort, of an inner substance of things and honest functionality.
However, these ascribed qualities and assumptions are currently being challenged by immense international media attention. A vast number of popular books on “Danish hygge”, many published in Britain in 2016, regard it as the distillation of a perfect lifestyle associated with a widespread interest in digital detox. “Danish hygge” is presented as a “whole way of life” characterized by tranquility and simplicity as rendered in photogenic displays showing an idealized, “instagrammable” Denmark of the imagination.
This course considers these different aspects of “Danish hygge” as both a canonized cultural concept and as a utopian lifestyle brand. We will be focusing on how “Danish hygge” has been and continues to be framed verbally and staged visually by means of powerful narratives and aesthetic features. We will further discuss continuously how this construction of a somewhat fictitious national Danish identity might in fact have an impact as if being real.