When I first heard about Finland’s new initiative, The ABC Book of Media Literacy, I couldn’t help but marvel at how the country continues to lead by example in the global educational landscape. As someone deeply involved in branding and communication, I’ve always appreciated the power of information—and the dangers of misinformation. So, when I learned that News Media Finland (NMF) is distributing this media literacy primer to all upper secondary school pupils this August, it struck a chord with me.
The ABC Book of Media Literacy isn’t just another textbook. It’s a primer covering the media landscape, literally from A to Z. Each letter of the alphabet represents a key concept or area in media literacy, from algorithms and bots to watchdogs and zines. It’s a comprehensive guide designed to equip young people with the tools they need to navigate an increasingly complex and often perilous media environment.
Finland has always been at the forefront of progressive education, and this initiative is a testament to that commitment. Today, when disinformation and hybrid warfare pose significant threats to democracy and societal well-being, media literacy isn’t just important; it’s essential. According to Susanna Ahonen, Project Manager at NMF, the need for such education has only intensified since Russia’s war in Ukraine and Finland’s subsequent entry into NATO. The amount of disinformation and information influence aimed at shaping public opinion and behavior has skyrocketed, making it crucial to prepare the younger generation to recognize and combat these dangers.
But what makes this initiative particularly powerful is its focus on trust—a quality Finland holds in high regard. Jukka Holmberg, President of NMF, emphasized that while trust in journalism remains exceptionally high in Finland, it must be actively maintained. This primer reinforces the role of independent journalism in a healthy democracy and teaches students to be vigilant watchdogs.
The creative force behind The ABC Book of Media Literacy, United Imaginations, has done a remarkable job of bringing this concept to life. Collaborating with type designer Ville Salervo, they’ve crafted a book that isn’t just educational but also visually engaging—a critical factor in capturing the attention of young minds.
I had the absolute pleasure of asking Ahonen some questions about this initiative. Our conversation is below, edited for clarity and length.
How did the concept of The ABC Book of Media Literacy evolve from an initial idea to a fully realized primer, and what were the key challenges you faced in this process?
Based on research, we know that young people have difficulty distinguishing journalistically produced information from other digital messages on, for example, social media platforms. We thought about how to clarify the concept of journalism and emphasize different ways of producing information. United Imaginations came up with the idea of an old-fashioned ABC book to give away to school children. They hired an illustrator, Ville Salermo, to visualize the book, and News Media Finland came up with a word for each letter that you need to know to understand the reality of digital communication. The most difficult task was choosing only one word per letter because there are so many issues and perspectives. It was also difficult to condense the message into something short and simple but still informative and interesting for young people.
Finland has consistently ranked high in media literacy and trust in journalism. What is unique about Finnish society and education, and how does this primer build on those strengths?
Finland is a small country, and the Finnish language is very special. Language has protected us in many ways. The amount of disinformation in Finnish has remained moderate. Chat GPT and powerful translation programs challenge this now. Finnish society is built on trust. We trust institutions such as the police, the defense forces, and the judiciary. Our journalism institution is also doing well for now. In Finland, education is free of charge, and the entire age group, regardless of socio-economic background, attends the same elementary school. Income differences are low; the population is educated and well-off. The primer builds on these strengths to the extent that, due to trust, it is easy to say that the Finnish journalistic media is reliable and hardly questioned. Teachers also appreciate the news media, enthusiastically accept the media education materials we produce, and invite us to speak to pupils. Journalism is trusted, e.g., because we have an excellent media self-regulation system maintained by journalistic guidelines. Media publishers, journalists, and representatives of the public are involved.
Read more about the Council of Mass Media in Finland.
In the context of hybrid warfare and the rise of disinformation, what specific strategies does the primer employ to be relevant to young people?
We are talking about hybrid warfare because it is important to understand how dangerous the influence operations of a foreign state (i.e., Russia) can be for our democracy and independence. Russia (the former Soviet Union) has tried to invade our country twice. All Finns know that we have a dangerous neighbor. Today, we are not only threatened by guns and bombs but also by disinformation, which tries to undermine our democracy and create chaos in our homeland. Therefore, every Finn must know about information warfare and how to defend against it. Our strategy is to provide information in an interesting and effective format and disseminate it widely.
Do you see the potential for similar educational initiatives to be adopted internationally? How might the success of this project in Finland serve as a model for other countries?
Media education work has been done in Finland since the 1950s. In the national curriculum, media education has been included in some form ever since. Over 70 years of long-term work is an excellent foundation to build on. The cultures of other countries differ so much, so it is difficult to assess whether they could take our model as it is. For example, how would it go over in the US or the UK if you hand out a book telling all students that BBC News and CNN provide correct information everyone should trust? Or that all journalists are committed to the journalist’s professional ethical principles and, as a general rule, never fall for fake news? First, a media self-regulatory body should be established in each country whose members commit to ethical principles. After that, our model can be exported to the world. There are models like this in many European countries. Next year, for example, News Media Finland will start helping Ukrainians make their self-regulation model known and increase its reliability in the eyes of the citizens as well.
As someone who works in branding and design, I recognize the importance of such initiatives in shaping a better future. Media literacy is the second most important skill after reading, especially when the lines between fact and fiction are increasingly blurred. The rest of the world can learn from Finland’s proactive approach. It’s not just about teaching students to consume media critically—it’s about empowering them to be informed citizens who can navigate the complexities of our age with confidence and discernment.
In an era of disinformation, the real power lies in education and trust. And Finland, once again, leads the way.
Imagery courtesy of United Imaginations.
