My research examines the representation of Finnishness and Finnish culture by social media influencers and how different perspectives and backgrounds influence the perception and construction of the same. The focus is also on the use of social media platforms to construct narratives of the self through digital storytelling, the authorship influencers have over the self-representation of their cultural identity, and the response of non-Finnish audiences.

In the past, I have studied the history and popularity of online communities and their culture, particularly fan communities. My master's thesis examined the topic by using the 2022 activity of the Dracula Daily fan community on Tumblr as my case study.