Contemporary Scandinavian society is rich and appetising fodder for sociologists and behaviouralists. The peculiar strain of egalitarianism that runs through the Nordic countries manifests itself in a concept known as Jantelagen in Swedish or Janteloven in Danish and Norwegian⊡. The origin of the word ‘Janteloven’ comes from a 1933 satirical novel by a Danish-Norwegian writer Aksel Sandemose. A Fugitive Crosses His Tracks, set in a fictional Danish town called ‘Jante’, is “a thinly veiled roman à clef about his hometown Nykøbing Mors”, Denmark, in which he skewers the inhabitants for their foibles – “pettiness, envy, backbiting, gossip, inverted snobbery and small-mindedness” [‘The Law of Jante’, Michael Booth, Paris Review, 11-Feb-2015 www.parisreview.org]. One small portion of En flyktning krysser sitt spor (the Norwegian title) is of lasting significance, the “Laws of Jante”⊞, the list of ten principles designed to put non-conformists in Nordic society in their place. Sandemose’s so-called ‘Laws’ draw on long and widely held, deeply engrained Scandinavian attitudes⊟.
A society devoid of exceptionalism and ‘oneupmanship’
Janteloven/Jantelagen is a concept which celebrates Nordic self-restraint, “stoic humbleness and modesty”. Any sense of individual superiority and ambition is actively discouraged, as is talking about one’s personal success. The Jante laws are cultural codes which eschew declarations of a self-congratulatory or immodest kind. Nordic “Jante-ism” offers no haven for those seeking to stand out from the crowd. The benefits for adherence, Scandinavians assert, are collective ones, good for the nation as a whole, resulting in enhanced quality of life, a contribution to the “GNP of happiness” enjoyed by its citizens⊠ [‘Jantelagen: The Law of Jante Explained’, Swedes in the States, 22-Feb-2021, www.swedesinthestates.com].
(Source: worldlife expectancy.com)The Jante Law instructs on what citizens need to do to fit in to the community, but it has a punitive purpose too…if an individual fails to fit in, it provides a way of “socially stigmatising anyone who break the rules”. According to author Michael Booth, it affects the everyday choices Scandinavians make, what clothes you wear, what car you buy, etc [‘Forget hygge: The laws that really rule in Scandinavia’, (BBC Ideas video, 2018, www.bbc.co.uk].
Swedish comparisons are odious: The taboo on money and status
Jantelagen is deeply rooted in the Swedish psyche, it is de rigeur for all stratum of society never to talk about one’s wealth or income. Jantelagen also prohibits people from boasting about their social status, firing off a warning shot to allay any notions they may harbour about climbing the social ladder (the codes act as a handbrake on citizens not getting above their station). The reinforcement of the appearance of an egalitarian society helps to keep the balance (ie, serving as a control mechanism, maintaining homogeneity and societal harmony). Stephen Trotter’s study of Janteloven in Norway concludes that it operates as a “form of structural censorship (where) symbolic power is exerted (in the task of) nation-building” [‘Breaking the law of Jante’, SR Trotter, Issue 23 Myth and Nation, www.gla.ac.uk].
Anything north of average is a win!
The claimed benefits of “Jante-ism” has also been explained in terms of a state of decreased expectations – living by the ten rules installs a sense of average expectations from life, so anything that comes your way “above and beyond the average” will be a welcome bonus, value-adding to your existing store of happiness (Lindsay Dupuis)[‘The happiness of the Danes can easily be explained by 10 cultural rules’, Lila MacLellan, Quartz, 29-Sep-2016, www.qz.com].
A Millennial challenge to the Law of Jante?
The fabric of Jantelagen in a society like Sweden remains firmly intact despite the reality of growing inequalities in income since the 1990s – the top 20% of workers in Sweden earn four times as much as the bottom 20% (OECD). There are some signs in the Scandinavian countries however that the fabric is coming under strain, especially from the changing expectations of the countries’ youth. The inexorable rise of social media presages a Millennial backlash against the Law of Jante… University of Bergen academic Cornelius Cappelen points to the pervasive influence of online platforms to effect behavioural change and undermine the Jante mindset, ie, bragging on Facebook, Instagram, Vlogging, etc, all promoting “rampant individualism” (Cappelin) [‘Law of Jante’, Wikipedia, http://en.m.wikipedia.org; ‘Jantelagen: Why Swedes won’t talk about wealth’, Maddy Savage, BBC, 18-Oct-2019, www.bbc.com].
Exo-group influences
Aside from pushback from a social media-fuelled Scandinavian youth, challenges to the unspoken social norms of ”Jante-ism” may emerge from other sectors of society. Sweden is increasingly a migrant society, estimates put the proportion of Swedish citizens with a foreign background at around 25%…this growing diversity exposes the community to the influence of outside cultures, many of which have very different socio-cultural norms to the ‘native’ ones, such as the celebration of achievements, skills and talents of the individual (Savage).
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Endnote: TPS
Scandinavia’s Jante Law evokes similarities with other cultural phenomenons such as the (albeit less institutionalised) “Tall Poppy Syndrome”. This millennia-old cultural phenomenon—deriving from Ancient Greek and Roman sources—is conspicuously present in but by no means unique to the cultural ethos of Australia and New Zealand. Having freed themselves of the status of British colonies far away in the South-west Pacific, Australians and New Zealanders created through war and statehood a new and separate (mythic) identity for themselves as a ‘superior’ type of Briton…one in which “Jack was as good as his master”. This sustained myth of classlessness, sometimes described as a kind of “ideological egalitarianism down under”, was a conscious attempt to distance these “New Britons” from the rigid class system of the mother country.
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⊡ Jante laki in Finnish and Jantelögin in Icelandic
⊞ a sort of mock “informal Scandinavian Ten Commandments” (Booth)
⊟ Sandemose himself by all accounts was hardly a model Nordic citizen, irritable of nature, of questionable morality and thoroughly unpleasant to family according to his granddaughter Iben, also a writer (Booth)
⊠ UN World Happiness Report (2018) ranked the top three countries, in order, Finland, Norway and Denmark. Previously in 2016 Denmark topped the world poll
Norway, Sweden and Denmark (
Norway’s proximity to Sweden was another factor in Germany’s focus on the Scandinavian country, arguably the main consideration in Hitler’s and the Nazis’ calculations. Buried in the north of Sweden —mainly at the 
Kiruna mine 🔼
In April 1940 Germany, concerned that Britain was trying to engineer Norway into the war, implemented Operation Weserübung, invading both Denmark and Norway at the same time. Neighbouring Denmark for Germany was a staging post and base for its Norway operations. Denmark capitulated virtually immediately but Norway, with some limited and not very effective help from the British, French and Polish, held out against the massively superior might of the Nazi Heer, Kriegsmarine and Luftwaffe for over two months.
Hitler had another, ideological motive for extending the scope of his Third Reich empire to Norway. The Nazi Führer was an ardent admirer of Viking and Norse culture. Nazi ideology rested on a belief in so-called “Aryan superiority” which elevated Nordic people such as the Norwegians. This ideology was reflected in SS recruitment posters circulated in Norway (and Denmark) during the German occupation…propaganda aimed at an historic appeal to Norwegian manhood, conflating of the Wehrmacht soldier spirit with the valour and exploits of Viking warrior culture [‘Vikings: Warriors of No Nation’, (Eleanor Barraclough, History Today, 68(4), April 2019, 
The Nazis’ program of Lebensborn –intended to create “racially pure” offspring was practiced in Norway, resulting in somewhere between ten and twelve thousand babies being born to Norwegian mothers and German father
🔼 (L) Quisling, (2nd from L) Himmler, (3rd from L) Terboven 
The Nazis used ancient Viking rune symbols on their uniforms and flags, like the SS’s sig rune insignia (above)