In the world of mainstream buzz, we find the book-now-movie “Snabba cash”. The story circles around a guy from a small town in the north of Sweden who comes to Stockholm. What is he doing in Stockholm? He studies at SSE (no, I will not ask for royalties). He befriends some snobby rich kids at school, but has to work as a taxi driver during nights in order to keep up with the expensive party lifestyle of his new friends. One day, he is approached by a person in the cocaine business and gets introduced to organized crime.
If you feel that you have read this before, it is because you have. Every review of Snabba cash uses the same format to introduce the plot, and SSE is as good as always mentioned. Since a lot of people have seen the movie, the question is what this does to the brand of our school? In what almost looks like an article on their webpage, radio channel The Voice posted a youtube-clip showing behind-the-scenes footage where the Snabba cash-crew gets asked to leave when they are shooting outside the main entrance. The Voice speculates that it has to do with the negative portrayal of the SSE students.
I guess that we should be happy over the fact that we are the only Swedish institute of higher education that stars in movies, as well as having a stereotype. When did you see a movie about trying to fit in at Södertörn, Uppsala or Lund? While the stereotype isn’t very positive, I would argue that it builds SSE mythology, giving the school tons of PR. What do you think?