International media representation of Finnish Prime Minister Sanna Marin

Abstract

The aim of my research was to conduct a systematic analysis of how Finnish Prime Minister Sanna Marin is represented in international media. Although still the minority, there are remarkable female leaders in world leadership. The focus on media representations is justified by the fact that the media greatly influences the public’s opinion and perception. The way female leaders are represented in media is crucial as it may affect women’s political careers, but many studies also claim that the media is biased, and sexist when depicting female leaders. Female leaders are often evaluated by their fashion, personal life, behaviors instead of abilities as a politician. There has been news coverage and worldwide attention given to Finland’s current female-dominated cabinet, including enthusiastic international reactions in social media. Although there is a study dealing with Finnish media’s response to PM Marin, there is not yet research about the international media’s response, leaving space for this research. In the domain of leadership, men and women are given different standards and expectations. Previous studies have shown that the stereotypes of a good leader are often masculine rather than feminine. While men are praised as competent leaders when being active, dominant, ambitious, women are presumed to be collaborative, friendly, and emotionally sensitive. Women who act like men are criticized for not being like a woman. On the other hand, those who possess feminine features are seen as incompetent as a leader. This creates a gap that hinders female leaders to be evaluated as a good leader. Moreover, my thesis presumes that international news coverage of Marin is not only related to the coverage of female leaders, but also mixed with Finland’s country image. The Prime Minister is the political representative of Finland, and it is predictable that Finland’s image as an egalitarian country for example would have connections to how Marin is represented. Previous studies related to country image and public diplomacy offer guidance to interpreting data from this perspective. Finland's country branding strategy brochure composed by Finland Promotion Board introduces the main objectives, key words and themes of Finland’s country branding strategy. Keeping these facts in mind, this research studies how Sanna Marin is represented in international and Korean media. This study used the qualitative research method for the analysis part. Media Studies and Semiotics has been used to examine data with photos and textual data, and the data I used are news articles, column writings, other coverage in English and Korean. I have also gathered scholarly data from Andor, Google scholar, electronic libraries, resource websites. The theoretical framework of this study involves multiple theories such as social constructivism, representation theories, nation branding theories. Among the theories dealing with representation, this paper will mainly follow the ideas of the constructionist perspectives on representation based on Stuart Hall’s representation theory and Hanna Fenichel Pitkin’s idea of political representation. Daniel Chandler’s interpretation of semiotics and Roland Barthes’ essays about the photographic message were used as the main texts for media analysis. This research consists of 92 articles in total, of which 58 are in English, 34 are in Korean. The analysis shows that Marin has received considerable attention, but the coverage is limited to selected topics, and also highly influenced by media stereotypes being a young, female leader from a Northern European welfare-state. My research found that Marin is represented in international media surrounding certain themes which are young, female leader, marriage and motherhood, performing politician, crisis leader, and leader of Finland. Media reaction written in English and Korean had much in common regarding the content, but differed in its focus of interest of each incidents. Throughout my thesis, I have aimed to present a systematic research of how this female political leader is represented in media. There is existing prejudice towards their abilities, expectations, not to mention biased depiction in media. My research may contribute to going beyond yearning female leaders, examining how the world treats and views them after they take office. This exploration will hopefully lead to a more impartial representation in the future.