Browsing by Author "Nakagami, Ayana"

In recent decades, the visibility of Finland has been increasing in Japan. It might even be almost impossible not to notice “Finland” in everyday life. -Products with Moomin characters, trendy Finnish style saunas, Finnish words used in brand or product names and Finnish themed facilities. But what kind of themes spring to mind when Finland is mentioned? What images are attached to Finland, or how is Finland talked about in everyday life? This study investigates what Japanese people post about Finland and what kind of representations of Finland appear on Japanese Twitter, as well as how the Japanese society is represented through these discussions. For the data collection, the search word and command “フィンランド min_faves: 1000” was used, in order to find tweets that included the Japanese word for Finland, フィンランド, and which had accumulated more than 1000 likes. The final data amounted to 364 tweets posted on Twitter between September 16th 2020 and November 7th 2022. The analysis was conducted in two separate phases; in the first phase, themes of the tweets which appeared in the data were identified by using qualitative content analysis (QCA), and in the second phase, representation analysis was conducted together with QCA in order to find out how Finland is represented on Japanese Twitter, and what kind of meanings are attached to Finland. The analysis identified the following themes that often appear in the tweets about Finland: Nature, travel destination, history, national defence, brands, art, language, customs, education as social welfare, school, work-life balance, gender equality, and mindset. The representations of Finland found in the data were: The ideal model for Japan (a model for a fair society/ a model for a happier life), magical and consumable Finland, a small but brave and a strong country, and questioning “the dream country Finland”. The analysis also found that the images of Finland are constructed to fit the narratives of Japanese people. “The dream country Finland” was created by Japanese people’s fantasies and ideals and it was used to criticize some aspects of the Japanese society: the Japanese government, politics, social welfare, working style, national defence, among others.