Finland's country image remained nearly unchanged in foreign media in 2015

Press release 87/2016
9 May 2016

Migration, the school system, the challenges of the economy, Sibelius. These are examples of the themes that were highlighted when Finland was discussed in foreign media in 2015. The findings are based on the results of the survey Finland in World Media, which was circulated in the diplomatic and consular missions of Finland abroad.

Finland in World Media is an annual review of the missions' assessments of what contents and news broke into foreign media and what Finland's strengths and weaknesses were covered in different countries' media in the course of the year.

In general, Finland's country image in foreign media remained good in 2015. Foreign media portrays Finland in a very positive light, presenting it sometimes even as a model country. However, the image is estimated to have slightly deteriorated in the following ten countries' media: Denmark, Estonia, Germany, Great Britain, Greece, Singapore, South Korea, Spain, Sweden and Switzerland.

Finland is best known for its high level of education and the esteemed, exemplary school system. Other positive features are good governance, absence of corruption, equality and welfare society. The fact that the neighbouring countries’ media depict a rich and varied image of Finland complicates generalisations, but at the same time that prevents an abrupt collapse of the image. Further away from Finland the country image is narrower. Still there are exceptions to this rule are, such as Japan, South Korea and Chile.

In 2015, Finland’s reputation in media remained broadly unchanged, the average being 3.74 on a scale from 0-5. In 2014 the corresponding figure was 3.69.

"The survey provides interesting comparative information about one element of Finland's country image, that is, the media's views and prioritizations. It also reveals very well how the image of a country influences many matters, starting from editorial choices," says Petra Theman, Director of the Unit for Public Diplomacy at the Ministry for Foreign Affairs.

This year, a special question in the survey concerned handling of the Finnish economy in host country media. The matter had been discussed in 81 per cent of the host countries. Another special theme of the year in the survey was the visibility of the anniversary of the birth of Sibelius.

The country-themed emojis became the biggest single media success story. The national emojis, published as a part of ThisisFINLAND's Christmas calendar, turned out a global success. According to a separate report prepared in the spring 2016, the Finland emojis were discussed in detail in more than 2,000 articles or TV inserts. In addition to those reached via social media, the subject matter reached over 153 million people through more traditional media channels.

The survey examined all different media but print media was followed particularly closely. The information is based on the missions' assessments and in some countries on purchased media monitoring. The response rate was 62 out of Finland's 89 missions abroad. A selection of general assessments, missions views and direct media citations have been collected in a separate document that can be accessed here:

Inquiries: Petra Theman, Director, Unit for Public Dplomacy, +358 295 351 558 and Harri Kilpi, Communications Coordinator, +358 295 351 342.