ABSTRACT After the financial crisis of 2008, a time of reputation rebuilding began in Iceland. Women had been absent in the process leading up to the crisis and a strong discourse emerged calling for women to restore the country and blaming the crisis on the male ‘business Vikings”. At the same time, Iceland became a frontrunner in the Global Gender Gap Report. This article draws on scholarship on the discursive construction of gender equality, nation branding and gender measurements. Taking Iceland as a case example, the article critically examines gender indices with a special focus on the Global Gender Gap index. It explores how a narrow understanding of gender equality is evident in the composition of the Global Gender Gap measurement, illustrating the “shrinking” and “bending” of the concept. The article shows the process in which gender equality rankings are employed in the politics of reputation and turned into nation branding. The article adds to the knowledge of how measurements and indices contribute to the emergent emphasis on gender equality in nation branding.

中文翻译：

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所有闪闪发光的东西都不是金子：排名和民族品牌在缩小和弯曲性别平等

摘要在2008年的金融危机之后，冰岛的声誉重建时代开始了。妇女在导致危机的过程中一直缺席，并出现了强烈的话语，要求妇女恢复国家并将危机归咎于男性“商业维京人”。同时，冰岛成为《全球性别差距报告》的领先者。本文借鉴有关性别平等，国家品牌和性别测度的话语建构的学术研究。以冰岛为例，该文章批判性地研究了性别指数，特别关注了全球性别差距指数。它探讨了如何在全球性别差距衡量的构成中对性别平等产生狭narrow的理解，从而说明了这一概念的“缩小”和“弯曲”。该文章显示了将性别平等排名纳入声誉政治并转化为国家品牌的过程。本文增加了关于度量和指数如何有助于在国家品牌中日益强调性别平等的知识。