Output details

The Face of SISU

The project culminates from a month residency in Helsinki as part of the Helsinki International Artists in Residency Program supported by the British Council. Our research explored the commodification of national identity in contemporary Finish culture. Specifically, the commodification of the Finish word Sisu by brands such as Sisu Auto, Sisu candy, Ice Breaker MS SISU and the Finish Nationalist Organisation Suomen Sisu. The Face of Sisu used the format of TV talent shows such as Talent Suomi to explore what Sisu has come to represent in contemporary Finnish culture. The process consisted of a marketing campaign, promoting the show through various media such as STRADA at YLE National Broadcast, HELSINGIN SANOMAT newspaper and TAIDE art magazine, to create interest and encourage candidates to compete by uploading videos onto the shows website demonstrating why they should be The Face of Sisu. We created debate on whether or not the contestants display this uniquely Finnish characteristic through allowing the public to vote and comment online both on the official website and through other forms of social networking. The project took place in Helsinki in November 2012 as part of the prestigious Baltic Circle Festival 2012. The project itself was a live talent show and was broadcasted by the TV channel Stadi TV. There is also a ‘web tv’ channel, with wider accessibility of the event and can be viewed in any country online. The website is also accessible to anyone around the world and anyone can submit a clip to enter the competition. The work is a continuation of the research into national identity-specifically the production of national values and culture and how modern media can play a role in shaping this.