The Enchanted North

Abstract The article explores ‘off the grid’ representations in social media, with a focus on how these representations reproduce imaginaries of nature, place and gender. The analysis material consists of content produced by three influencers who left urban life for a simpler lifestyle in northern Sweden. We find that the social media content draws on numerous ideals: neoliberal ideals on digital entrepreneurship, anti-capitalist ideals on ‘escaping’ modern consumerist society and romantic (sometimes colonial) envisioning of northern Sweden as wild and empty land. We conclude that the ‘off grid’ social media representations and the various ideals they incorporate should be understood as expressions of a contemporary era of neoliberal romanticism: a trend that exists both online and offline.