It’s branding. The world’s interest in the Arctic has increased, so everybody wants to brand themselves as “arctic”.
–But the interest has raised not only for good reasons, so I mean it’s a bit strange the phenomenon…
–It is, and you can speculate about the interplay this creates in people’s identities, because it means that quite a lot of people are starting to think at themselves as somehow related to the Arctic.
–Maybe this could also be a way that they can relate to the issues that are connected to the Arctic, and in this way it’s not only branding, it could be a more positive…?
–Surely. You sit now in the very building where the Arctic Housing Secretariat is located. So Tromsø in a way is a kind of capital for Arctic politics if you like. Which of course has a lot of implications for how people think about the region. […] An understanding of the Arctic as a region, that’s one of the major achievements and changes that happened after the Cold War. So the Arctic Council, or first the Arctic environmental protection strategy have been very influencial in that.