Yesterday, a new book was published by author Rickard Gramfors. The book, entitled ‘Do you believe in Swedish sin?’ looks at Swedish exploitation and cult films. The book includes ‘350 outrageous, sexy, violent, fun movie posters from the Fifties to the early Eighties. Swedish films of all kinds, whacky co-productions, exported Swedish babes, and international films using the words Sweden, Schweden, Svezia, Suède as selling points; if it was “Swedish” – it was sexy!’
I have put my order in.
This international concept of Swedish sin still lingers around today, and influences some foreigners’ perception of Swedish women. Where does it come from?
Maybe unsurprisingly, it originates in the prudish conservative USA. In a speech given by US president Dwight D Eisenhower in 1960, he claimed that “sin, nudity, drunkenness and suicide” in Sweden were due to welfare policy excess. This was a rhetorical way to attack Swedish people and politics at the same time. However, the world quickly forgot the link to welfare policy – but the sin reference remains.
He was basing his opinion on the scandalous Swedish fifties art films like ”One Summer of Happiness” and ”Summer with Monika”, birth-control pills, sexual education publications and condom vending machines. Swedish nudity was prevalent in most of the films throughout the 60’s and 70’s thus cementing the idea of Swedish sin.
In 1971, the Swedish sex education film ‘Language of Love’ was released in London to massive protest. One anti-film sign read ‘Sweden – more pornography, more suicides, more alcoholism and more gonorrhoea every year’.
Place on top of these scandalous films, young women who were self-determined, educated, liberated and sexually-active, and the stereotype becomes fixed.
The interesting thing about stereotypes is that they remain for a very long time. This is why the notion still exists today even though Swedish film today is far from exploitative.
Additionally, stereotypes often have little to do with reality. The reality was of course something else in Sweden at that time. The country was not riddled with promiscuous, drunken people. For example, Sweden had the world’s most restrictive alcohol laws and was struggling with the oppressive inheritance of Lutheran thinking.
So, did Swedish ‘sin’ ever actually exist? Or was it a politically motivated attack aimed at undermining social democracy? Or was it just a marketing trick to sell films and magazines?
I’ll let you be the judge of that.