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“Two faces have I:” Future media elite of Finland assess America

Despite Finland's prominent role in furthering the Media Imperialism and New World Information Order theses, American media products pervade the daily life of the people of Finland, and the country has been often called the most Americanized in Europe. However much this holds for the “average”; Finn, it is not the case for the future media elite of Finland, that is, students in the Department of Communication at the nearly 350‐year‐old University of Helsinki. Stephenson's Q‐Methodology was used to bring to light two “understandings”; or “factors,”; both of which are highly critical of America's social, economic, and political values and policies. The theme of one factor was characterized by seeing Americans as “a people better than its government”; whereas the other—darker—understanding was that “the American dream is dead.”; Small, practical steps for a growth in understanding are derived from the inherent logic of the research methodology.