This is the last lecture of a Scandinavian Studies -session at UC Berkeley. The ideas are aggravated stereotypes.. but get the idea across.

1. Communication
quot;things you need to know but
wouldn't ask”
& Contemporary
Culture in
Finland
Introduction to Finnish Culture and History
Scand. 132, Spring 2009, 5.5.2009
University of California, Berkeley
Vilma Luoma‐aho, PhD, Docent
Vinnova Stanford Research Center of
Innovation Journalism, Stanford University

2. What first comes to your
mind about Finland…
© Vilma Luoma‐aho May 2009

3. Agenda today
• Some basic background
information on
Contemporary culture & life
• Funny current affairs
• “Things you need to know
but wouldn't ask”
Interactive game & explanations

5. Main concepts
• Finnish Sisu
Strength of will, determination,
perseverance, “guts“
• Nokia
A city, rubber‐boots, tractors, cell
phones
• Kalevala
A unifying oral heritage, source of
brands
• Mökki
A summer cabin near a lake somewhere
with a sauna

6. Main Calendar Events of a Finn
• Itsenäisyyspäivä 6.12.
– A ball at the President’s Castle, concerts, talks, badges for citizens
• Joulu 24.‐26.12.
– Christ’s birth celebrated, Santa comes on the evening of the 24th to
brings presents
• Uusivuosi 31.12.
– Rockets are shot, people eat sausages & potato salad, some cast tin
• Pääsiäinen
– Christ’s resurrection, chocolate eggs, kids dressed up as witches go
trick or treating, big bonfires
• Vappu 1.5.
– Students and workers celebrate, ”crowning” of cultural statues, heavy
drinking, balloons, speaches
• Juhannus 24.6.
– ”Kokko” Bonfires, people stay up late, barbeque food at Mökki , all of
Finland is closed down

7. Strongest
”cultural
baggage”
Divide between
the country side
& the cities
Divide between
the after‐war
babyboomers
KEHÄ III and millennials

8. Starting points
• The silent Finns of short answers (summer vrs. winter)
• The most ”American” Country in Europe (minus the
service)
• Most coffee drinkers in the world/population
• Largest variety of candy
• World’s 2nd least corrupt country (Transparency
International)
• World’s most innovative country (Forrester Research)
• World’s most competitive country (Forbes)
• Best in PISA (math & writing)

9. Businessweek 2009
Global Competitiveness
No. 6: Finland
(-4 vs. last year)
Market Size: 49
Innovation: 3
Education/Training: 1
To capitalize on its leading position in the
high-tech sector, Finland promotes close
ties between universities and the
business community. That has helped
cement the country's global lead in
education and training-a category in
which it has ranked first for several years. A
world-class health-care system and top-
notch financial institutions also have
made Finland one of the countries to beat.

10. Starting points
• Extensive universal welfare
• Work‐life –balance is valued (long
holidays for all)
• Independency & self‐reliancy
important (individualistic)
• Suicidal (10th)
• Mass consumers of pizza
• Country of Clubs (social capital)
• Heavy emphasis on equality
• Finnish culture: ”Everyone else has a
better culture than we do”

11. Culture defining Show:
Kummeli 1990s on
”Artisti maksaa”
”Kanada”
http://www.youtube.com/watch?v=60tpAmHJGR0
http://www.youtube.com/watch?v=60tpAmHJGR0

12. Culture defining cartoon:
Viivi ja Wagner, HS online 30.4.2009
The typical relationship: Finnish men as honest but still pigs,
women as dominating with good intentions and ideals.

13. Culture defining cartoon:
Viivi ja Wagner, HS online 15.4.2009
Critique to contemporary & political issues: Wagner does it
better: Wagner has rented out their balcony for nuclear
waste storage, started an elite prison for financial bankers in
their livingroom and made an MA‐thesis machine.

14. Cola Olli
Ennätystehdas
”Liian hapokasta, ei pysty”
”Too much acid, no can do”
”Tuliko se yllätyksenä?”
”Did that come as a surprise?”

15. Conan O’brien & Finland
http://www.youtube.com/watch?v=l1WcS4UZKOU
http://www.youtube.com/watch?v=Vzwbt4m_KWM

16. Confessions of a shopaholic
Mitä kaipaat suomesta?
Korvapuusteja.
http://www.youtube.com/watch?v=d5muyAz5DYM

17. South Park, Finland’s dead
”Finland’s thinking about telling the SpaceCops the Truth…”
http://www.youtube.com/watch?v=67uBwbYaJKI

18. Pelataan! Let’s Play!
• 17 questions, several alternatives, 1‐3 are
correct!
• Choose the one that matches the cultural
norms and expectations of Finland, choose
one that a Finn would choose
• Write down why (1‐2 minutes)
• Be ready to discuss your answer
• Each correct one gives you a point, each
false answer reduces one
• Grading the Finnish way: nobody cheats

19. 1. On the Street
You see people on the street.
You do not know them. The
expected behavior is:
a) To say ”Hei” and smile warmly
b) To nod and then look away
c) To avoid eye‐contact and look ahead
d) To look them in the eye but not say
anything
e) What other people? I’m walking too fast
to notice

20. 2. On the Street
You meet people on the street.
You know them, you have
talked to them before. The
expected behavior is:
a) To nod and then look away
b) To stop and exchange a few words
c) To stop and ask how they are doing
d) To look them in the eye but not say
anything
e) To say ”Hei” but keep walking

21. 3. Talking
Someone asks you
”Mitä kuuluu?” How
are you‐ What should
you say?
a) ”Nothing much going on”
b) ”I’m fine, how are you?”
c) Detailed info on your current state and
doings
d) To look them in the eye but not say
anything
e) To tell of your latest flu or problems

22. 4. Starting a
conversation
How do you start a
conversation at a cafe?
a) You don’t, it’s considered flirting
b) ”Excuse me, can you help me…”
c) By complaining about something
d) ”Nice to meet you, my name is..”
e) Look people in the eye

23. 5. Kahvilat,
Coffeehouses
Which of the following
is not true?
a) Coffeehouses are not for working
b) Most coffeehouses are self‐serve
c) Coffeehouses provide you with free
newspapers
d) Coffeehouses are great places for dating
e) You do not tip in a coffeehouse

24. 6. Transportation
In a bus, tram or train if
seating is not assigned and
there is plenty of space…
a) You sit near the driver
b) You sit next to someone
c) You sit near other people but alone
d) You sit as far away from other people
as possible

25. 7. Day at work
Which one of these is a typical
work‐day in any office?
a) Arrive 6 am, lunch at noon, leave 3 pm
b) Arrive 8 am, coffee 9 am, lunch 11 am, coffee 2 pm,
leave 5 pm
c) Arrive any time before 9, leave any time after 4
d) Arrive 10 am, have long lunches and stay all day,
start working at 4 pm, work until 9 pm
e) Work from home all day & all night

26. 8. In the store
You want to buy fruit in a
store. How do you do it?
a) You find a salesperson and ask them to help you
b) You pick the fruit yourself into a bag
c) You pick the fruit yourself and weigh it and print
the price sticker onto the bag, it is checked at
the cashier
d) You pick the fruit yourself and weigh it and print
the price sticker onto the bag, it is not checked
at the cashier
e) Fruit already comes in bags, just grab one

27. 9. When something
bad happens..
A friend breaks up from a
long‐time relationship, gets
fired, loses money… what
do you do?
a) Send them a card telling you’re sorry
b) Nothing, give them space to mourn
c) Show up at their doorstep with food
d) Show up at their doorstep singing
e) Call them up immediately, no matter
what time it is

28. 10. When something
good happens..
A friend starts a relationship,
wins money, gets a new job…
what do you say or do?
a) Nothing, who has joy should hide it
b) Sing a congratulating song
c) Say ”No! Really? That’s unfair!”
d) Say ”What goes around comes
around”
e) Say ”I am so happy for you”

29. 11. Schedule
When something is
scheduled 3 weeks from
now, you’ll have to…
a) Confirm the same day
b) Confirm the week before
c) Confirm an a few hours before
d) Just show up
e) Rearrange the whole meeting a few
days before

30. 12. PARTY!
A great Friday night consists
of the following:
a) Working late, meeting up people for drinks, going
clubbing until 5 am
b) Ending the day early, driving to the country side for
skiing or swimming & sauna
c) Ending the day early, going home first, to sauna with
your friends, having a few drinks at home and waking
up somewhere very different
d) Working late and going out to the movies or a hockey
game with a large group of friends and very much fast
food
e) Leaving work at the normal time, Spending quality
time in front of the TV equipped with order‐in pizza
and a large amount of candy

31. 13. Family celebrations
Graduation, confirmation..
parties at home consist of
a) Singing, dancing, good food & laughter in a
laid‐back athmosphere
b) Drinking quietly until everyone is drunk and
starts talking, fighting and singing
c) Official speeches, formal dress code
d) Standing and sitting around quietly in formal
wear and eating the food that is served
e) Stealing food and sneaking outside to have
fun with your own friends

32. 14. Family life
Bringing up children and running a
home in Finland is usually:
a) Highly involved: parents know everything the
children do and like to participate in and drive
them to their events and hobbies
b) Mediated: parents hire nannies and drivers and
coaches to take care of their children
c) Mediated: the government assigns after‐school‐
daycarers for children
d) Not really involved: kids go to their hobbies on
their own and parents attend parents’ nights
e) Totally disinvolved: parents and kids have their
own schedules and lives and meals

33. 15. Dating
Meeting people and going out in
Finland consists of:
a) Via internet dating services and websites
b) Going out on dates and getting to know
each other with time
c) Sitting around in coffee houses and talking
d) Drinking until you get the courage to talk
to the opposite sex
e) Via dating beepers that connect you to the
right people wherever you are

34. 16. Music
Finns like music and festivals.. Which of
these is NOT a Finnish Summer Music
Festival?
a) TUSKA (pain) Heavy Metal Festival
b) PUISTO (park) BLUES
c) SIBELIUS IN THE SAUNA Festival
d) TANGO‐Markkinat
e) PORI JAZZ Festival
f) ANKKAROCK (Duck‐rock)

35. 17. Eldercare
Your parents are getting old and can no
longer make it alone. What do you do?
a) Ask them to move in with you (if you are the
eldest child)
b) Buy an apartment nearby and help them
c) Apply for a caretaker from the government
d) Get them into an institution or assisted place
e) Nothing, everyone arranges their own life

36. RESULTS
Give yourself 1 point for each correct
answer. Add up your points and see:
17‐30 correct: ”Todellinen suomalainen”, 5 stars! Onneksi
olkoon! Osaat lämmittää saunan, tiedät milloin vaieta
ja löydät helposti valitettavaa.
11‐16 correct: ”Tulossa suomalaiseksi”, 3 stars: olet
menossa oikeaan suuntaan, mutta vielä liian avoin ja
puhelias.
5‐10 correct: ”Tarvitaan paljon harjoitusta” 1 star:
suomalaisuuteen tarvitaan paljon hiljaisuutta ja
rauhaa: mene retkeilemään yksin viikoksi ja tee testi
uudestaan.
0‐4 correct: ”Suomalaisuus ei sovi sinulle”: oletko harkinnut
vaihtaa suomentuntejasi espanjantunneiksi? Nyt
kannattaa harkita.

37. Communication
Questions, & Contemporary
comments?
Culture in
Finland
Introduction to Finnish Culture and History
Scand. 132, Spring 2009, 5.5.2009
University of California, Berkeley
Vilma Luoma‐aho, PhD, Docent
Vinnova Stanford Research Center of
Innovation Journalism, Stanford University