ABSTRACT
This chapter focuses on auto ethnography of political marketization and branding of Finnish education and close contact with its main actors, describes the enmeshment between the phenomena and the reputation of Finnish education, especially thanks to Programme for International Student Assessment (PISA) studies. In terms of direct influencers, many individuals who are active in English on social media contribute to advertise for Finnish education and are somewhat interrelated by the multimodality of the media. Team Finland has an extensive network of local teams around the world. Embassies and cultural centers are their partners and most continents are covered. Documentation has been produced for these partners as well as for other key actors to help them spread the message about Finland. Criticality in Finnish academia sometimes appears to be in dire need of reassessment. The mixing of research, teaching and social involvement sometimes contributes too easily to neo-nationalism, feelings of superiority and a clear lack of criticality.
