In/visible Finnishness - Representations of Finnishness and Whiteness in the Sweden-Finnish Social Media Landscape

This chapter examines embodied representations of Finnishness and whiteness in Sweden where the collective notion of Sweden-Finnishness is situated in the nexus migrant and minority experiences. Based on material generated by individuals and activists as part of Sweden-Finnish social media campaigns in the 2010s, the chapter discusses the different ways in which Finnishness and whiteness are negotiated on an individual level and how they are situated in different social, political and historical contexts. By applying the analytical lens of in/visibility and drawing from both critical whiteness studies and intersectionally informed thinking, the study reveals how Finnishness can at the same time be invisible and visible due to the whiteness of the Finns, but also visible as minoritized and racialized others. The chapter provides novel insights into contemporary Sweden-Finnishness and experiences of non-white Sweden-Finns, as well as politicized and minoritized Sweden-Finnishness. In addition to highlighting the diversity of different Finnish experiences in Sweden, the study demonstrates that whiteness is a highly fluid, situational and contextual way of boundary-drawing.