Zanyar Adami, Gringo’s editor-in-chief, has faith in the future. Photo: Gringo

Zanyar Adami founded Gringo magazine to discuss integration and discrimination on suburban terms. “There was a void in Swedish journalism,” he says. “A homogeneous group of journalists were spreading their stereotypical opinions about the suburbs, its inhabitants and problems, which was not in tune with reality.

“We want to use humor as a tool to break down prejudice. If someone uses a racist nickname against you, say thank you and make the word yours, something to be proud of. We joke about stereotypical behavior from people of all backgrounds in a lovable way.”

Many irons in the fire

For more or less two years, Adami has worked nonstop, taking hardly any time off. These days he can treat himself to one or two lie-ins, but there is still a lot to be done.

“We need to hire four to five people for the editorial team, mainly project leaders. People who have worked for us have moved on to other publications, which is great. Our goal is that there should be a ‘gringo’ in every editorial team in the country.”

The magazine occupies small offices in Skärholmen, half an hour by underground south of the city center. The Stockholm suburb is its third address in 18 months and soon Gringo is going to have to move again. The magazine requires more space.

“We have advised both Svenska Dagbladet and TV4 (a major Swedish newspaper and television station respectively) and tried to teach them about diversity in all its forms. Recently we got a call from Copenhagen – they want us to start a Danish Gringo.”


Gringo magazine interviewed Queen Silvia, who emigrated to Sweden in the 1970s.

Updating Swedishness

Adami wants to use Gringo to “update Swedishness.” The blonde, blue-eyed Swede picking mushrooms in the forest is no longer a catch-all image. She can be black, brown eyed and wear a veil in the “million homes project” (read suburban environment).

“We are all Swedish. In the Fifties, we were guest workers (definitely not staying), then we became foreigners (definitely from the outside), then immigrants (no matter how long we had been here), and finally new Swedes (even though we’re Swedish citizens). But we’re Swedish, and that’s that.”

Adami is naturally chatty, but when I ask him what Sweden means to him he is quiet for a long time. Then, in a fairly serious voice, he says: “I love Sweden; I’m a big patriot. Above all Sweden and Swedish healthcare is a lifesaver for me and for all of those who don’t have a lot of money.”

Macho Pride

Two staff members at the Skärholmen office are hard at work on the next Adami publication. Macho is similar to Gringo, but with the focus on gender and equality. “We need to update the role of the sexes, for both men and women. When it comes to discrimination there are similar problems, regardless of sex or ethnic origin,” Adami says. “Gringo already has a distinct feminist agenda, but we thought a separate magazine was needed to sharpen the message and really reach out.”

The Gringo team will also produce the official magazine for the Stockholm Pride Festival, the largest festival of its kind in Sweden for the homo-, bi- and transsexual community. “The festival and the magazine represent minority groups in our society, so it is completely in line with our philosophy,” Adami says.

Faith in the future

The Swedish government has designated 2006 a multicultural year to better mirror the ethnic and cultural diversity in Sweden. “It puts the focus on our issues,” Adami says, “and it is clearly a positive step, even though you might wonder what could be achieved in a year. If nothing else it will make people think along multicultural lines. And that’s a good thing.”

Nonetheless Adami is optimistic about the future. “What’s happened is bigger than I could ever imagine. To receive Stora Journalistpriset [the most prestigious journalistic award in Sweden] felt bloody good. Now I understand how much you can achieve with sheer willpower. But this is only a platform for the future. This is only the beginning.”

Facts

Name: Zanyar Adami
Age: 24
Born: Saghez, Kurdistan
Family: Parents, sister and the entire Gringo editorial team, of course
Favorite food: Lasagna
Best thing about Sweden: Everyone obeys the law
Worst thing about Sweden: Everyone obeys the law and follows the rules. There are no revolutionary forces.
Swedish role model: Olof Palme. I’m not a social democrat, but he was genuine.

Honors

Stora Journalistpriset (2005)
Voted Newcomer of the Year by the Swedish Magazines Publishers Association.
Nominated Hetero of the Year at the Gay Gala 2006.
Voted the 37th most powerful person born in the Eighties by the young business magazine Att:ention.

Three pieces of Gringo advice for the Stockholm visitor

1) Show emotions in moderation
2) Do not talk to strangers on the underground
3) Go for a walk along Monteliusvägen on Södermalm for amazing views of the city

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Kajsa Claude has been a freelance writer for almost 15 years, and was a graphic designer before that. She has worked in Portugal, Spain, Greece and South Africa. In her spare time she guides safaris in South Africa when she needs a break from Swedishness.

The author alone is responsible for the opinions expressed in this article.

Translation: Mikaela Hincks

Classification: A141ENa

© Photo 1: Gringo