Standing on the platform at Rådhus tube station today, I noticed the walls were plastered with adverts for Dramaten’s new production of Pygmalion. The slogan designed to attract an audience was – ‘Från Fucking Najs till Förtjusande.’ An interesting tagline.
Yet again, the word ‘fuck’ being bandied about in Swedish media. A while ago, the front page of Stockholm News was ‘Inte Fucka Upp’, and in another paper the journalist referred to someone as a ‘smooth motherfucker.’
I don’t get it. Why is the word ‘fuck’ considered ok to use in newspapers and other printed material in Sweden? Is it considered cool? International? Fashionable? I really don’t get it. As a native English speaker, I have nothing against swear words. But when swear words are used by non-natives, I find it inappropriate and quite franky embarrassing. For them.
Let’s be clear about something. The word ‘fuck’ is a really strong swear word. Sure, it’s thrown around on American and British films, but in every-day use, it is still a taboo word. When it is used, it’s a word most often reserved for use amongst friends and some families. I think it’s a big mistake for non-natives to swear in English. Without the understanding of the social and culural impact of the word, it can be very offensive. Not cool, or international or fashionable.
There’s a reason Dramatan has Eliza Doolittle saying ‘fucking najs’. This is meant to reflect that she is a vulgar guttersnipe not fit to mix with people who have a better command of the language.
I rest my case.
Watching the Swedes 
Hear hear. I totally f***ing agree. I know there aren't many swear words in the Swedish language but there are so many incredible varieties of tone: fan – fA-a-a-an – FAN!!! etc,that also do the job, it's sad Swedes can't use those to their full effect, without nicking the worst that English has to offer.
Perhaps you can comment on the Swedish use of 'skit' versus the English 'shit' which is not nearly so acceptable.