NORWAYS REPUTATION ABROAD A QUALITATIVE STUDY

1
NORWAYS REPUTATION ABROADA QUALITATIVE STUDY

• Jarno Rautio Eija Ahola
• Taloustutkimus Oy
• January 2009

2
INTRODUCTION

• This study was commissioned by the Norwegian
  Foreign Ministry and Innovation Norway in October
  2008.
  
• The aim of the study was to map Norways
  reputation in Finland among decision makers in
  seven different sectors political, economic,
  cultural, research, media, NGO and environmental
  sectors.
• The study was conducted as 25 in-depth interviews
  in November 2008. The average length of an
  interview was 45 minutes.
  
• The interviews were divided among different
  sectors as follows
  
• Political 3
• Economic 5
• Cultural 4
• Research 3
• Media 4
• NGOs 4
• Environment 2

3
Part 1General on NorwayTop-of-Mind and personal
experiences
4
TOP-OF-MIND ON NORWAY
cooperation partner
beautiful nature fjords
oil (and gas)
Nordic country Welfare state
not in EU isolated
People are similar to Finns
rich
the sea fishing
5
TOP-OF-MIND NORWAY QUOTATIONS

• Its such a Nordic country the mentality of which
  is actually much closer to Finnish mentality than
  in the country between us. (e)
  
• Oil, wealth and this certain type of isolating at
  least from the rest of Europe in the sense that
  Norway is not an EU or EMU country. (m)
  
• The first thing is the beautiful scenery. One
  of the Nordic countries, a rich state, good
  standard of living, intelligent people and in a
  certain way a kindred nation to Finland. (en)
• The first thing that comes to mind is the nature.
  Especially this imagery related to it mountains,
  fjords, the sea. (r)
  
• Must be the mountains, Im envious of the
  mountains. Then of course that we have good
  partners there and Ive grown accustomed to
  working with them. (c)
• Its of course Nordic, good neighbour and we have
  had close relations to Norway always. The first
  thing to come into mind is perhaps that it is not
  an EU country. (p)

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DISTINCTIVE IN NORWAY 1/3

• The three things most often mentioned as
  distinguishing Norway from the rest of Europe and
  also of other Nordic countries are
  
• Norway is not an EU member state
• the Norwegians are self-reliant, independent and
  stubborn
  
• oil has brought to it wealth unseen in other
  European countries
  
• The above mentioned features are all to some
  extent related to each other.
  
• The fact that Norway is not a member of the EU is
  taken as an evidence of the Norwegians strive
  for independence
  
• The wealth brought by oil is considered to
  strengthen and to enable the Norwegians decision
  to follow its own path
  
• Norwegians are grouped together with other Nordic
  countries when compared on the European level but
  almost all see significant differences between
  Norwegians and other Nordic nations when the
  perspective is restricted to Nordic countries
  alone.

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DISTINCTIVE IN NORWAY 2/3

• The self-reliance, independent spirit and
  stubbornness of the Norwegians is sometimes a
  positive, sometimes a negative feature.
  
• A lot of Finns associate such features also with
  themselves, thus they regard to some extent
  Norwegians to be like the Finns in this regard.
  In such cases, people talk of these
  characteristics in a positive note.
• For others, such characteristics mean lack of
  cooperative will and unnecessary isolation.
  
• Oil is seen as a key factor in Norways wealth.
  Opinions differ, as to how wise Norway is using
  its wealth.
  
• Some think that Norway trusts too much its oil
  reserves and does not take into account enough,
  that it will run out some day.
  
• Others disagree on this and think that Norwegians
  have invested its wealth well globally.
  
• In the cultural sector, people have positive
  impressions regarding Norways contribution to
  its cultural life, thanks to its oil wealth.

8
DISTINCTIVE IN NORWAY 3/3

• Nature is also often mentioned as a
  differentiating factor.
  
• Norways nature is said to be one of a kind and
  special because of its combination of fjords and
  the sea.
  
• The nature does not only distinguish Norway from
  the rest of the world but also from the other
  Scandinavian and Nordic countries.
  
• The fact that Norway has a coastal line to the
  Atlantic ocean is regarded as something that is
  distinctive in comparison to other Nordic
  countries. Also the transatlantic connection (to
  the United States) and NATO membership are
  features that make Norway stand out from the
  other Nordic countries, especially Sweden and
  Finland.

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DISTINCTIVE IN NORWAY QUOTATIONS

• Its rich but a bit aloof. Perhaps its exactly
  that they are so rich, that they dont need to
  search actively. Perhaps theres the danger of
  certain kind of stagnation when you dont have
  the need to actively renew and search. (c)
• A bit isolated and introverted. The wealth
  brought by oil and gas brings this false kind of
  belief in their own prominence. In the long
  run its a bit dangerous. Thinking that youre
  good but its not absolutely true. (e)
• Perhaps its the strongest Atlantic connection
  brought by the Atlantic ocean and this
  transatlantic connection to the United States.
  (p)
• Its an energy exporter, gas producer, great
  water reserves, energy balance is really good. Of
  course Norway is such that they are brisk and
  sportive and nice but very stubborn. I regard
  that a very Norwegian feature. (p)
• If theres a proposition the Norwegians really
  often go no, no, no. And you never really
  find out, why. Theyre just different, at least
  they think so. The Danes say yes, this is just
  fine and then go and do something totally
  different. The Swedes just speak and dont do
  anything. The Finns dont speak at all. The
  caricatures are sometimes unbelievably real. (m)

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NORWAYS MOST ATTRACTIVE QUALITIES
Good employment situation
beautiful and clean nature
Functioning society
Rich country
Constitutional state Safe
The people
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MOST ATTRACTIVE QUALITIES QUOTATIONS

• The most attractive is I guess employment and the
  level of wages which are the reasons why there
  are a lot of Finns. The possibility of earning a
  lot and unemployment wont bother you like here.
  (e)
• The nature scenery absolutely. The fjord scenery
  of the west coast, mountains, arctic hills. Its
  really unique and impressive as a landscape.
  (en)
• The nature and of course the fact that things
  work. An experience that its a well functioning
  society. (r)
  
• The Norwegians are really nice and have a good
  sense of humour. The society is well organised,
  its safe there and the economical conditions are
  good. (n)
• The gorgeous nature that they have and the
  fantastic Nordic persistent people. A really
  strong open air culture and closeness to nature
  can be seen more clearly than in Finland
  nowadays. (c)
• A well-functioning society and a functioning
  democracy, constitutional state, a market
  economy that respects human rights. Its of
  course a very easy environment for us, very
  Nordic. (p)

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NORWAYS LEAST ATTRACTIVE QUALITIES
Long distances
Weather Climate
Expensiveness
Nationalism

• Others mentioned
• language
• monarchy
• bad image of Finland
• distribution of oil wealth
• unsurprising

Social problems
Complacency
13
LEAST ATTRACTIVE QUALITIES QUOTATIONS

• When I visit for example Oslo, you can see the
  problems on the street. Junkies. Lots and lots of
  migrant workers, and that brings problems to the
  society as well. (e)
• Considering how wealthy a state it is, its
  amazing in how a poor shape for example the
  schools and this public sector are in many parts.
  (m)
• It is expensive. Norway is quite an expensive
  country, not really a place to go shopping. (n)
  
• Perhaps its a bit the same that bothers me in
  most Nordic countries. At times when we feel like
  it and were in meetings and we have just all
  cherished how unbelievably competent we are and
  how much less sinful than all the others. Its
  this kind of complacency which is kind of a
  general Nordic feature in certain things. (c)

14
PERSONAL EXPERIENCES

• Many respondents had been to Norway on business
  trips.
  
• They are in general satisfied as to how the
  meetings, congresses etc. are organised in
  Norway
  
• Business visits have mostly had a neutral or
  positive impact on the image on Norway among the
  respondents
  
• Holiday trips to Norway were more not very common
  among the respondents
  
• Mostly the people are attracted to the nature in
  Norway and not to the cities like Oslo for
  example.

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PERSONAL EXPERIENCES QUOTATIONS

• The impression caused by the official visits is
  very positive. Everything is well organised and
  such a high Nordic standard in all facilities and
  organisation in general. (c)
• One of my best friends is living in Norway and
  studying there. Thats one good reason to go
  there. And then these unique nature formations. I
  dont see any reason to go to look at Oslo. (en)
• Closeness was one thing, back then you couldnt
  afford to fly. Thinking more widely, now I would
  also like to go if I only had time, and the thing
  that would attract me is still the fact that you
  can go there by car, its so close. (e)
• Why not but its not the first in line. When you
  have a holiday you easily want to go somewhere
  more south, or at least where its warmer. (m)
  
• Hurtigruten interests me but there the downside
  that its so damn expensive. But it would be
  interesting. (p)

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NORWAY IN THE MEDIA 1/2

• Most respondents remembered seeing some news
  about Norway lately although they often could not
  describe precisely what they were about
  
• Some respondents said to follow news on Norway
  because of their work. These persons have
  naturally a wider view on Norway.
  
• Others did not pay attention particularly to news
  on Norway, thus they could not recall them as
  well.
  
• In general the news are said to be rather
  average, neutral reporting and nothing that would
  impair Norways image.
  
• The study was conducted right after Martti
  Ahtisaari was awarded the Nobel peace prize. This
  was the most common Norway related news mentioned
  by the respondents.
• Financial crisis dominated the news during the
  fieldwork. Because Norway is not affected as much
  by the financial crisis as other countries
  especially Iceland Norway had not been showing
  in the news.

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NORWAY IN THE MEDIA 2/2

• The Norway related news included
• Martti Ahtisaaris Nobel peace prize
• Winter sports
• The royal house (the king and the queen,
  Mette-Marit)
  
• Nordic council
• The new opera house
• Oil and gas investments
• News related to employment and labour
• Norways investments in ecological subjects
• Of course this Nobel peace prize of Ahtisaari.
  The international bank crisis did not apply to
  the Norwegians that much. I think its a country
  where it cannot happen what happened in Iceland
  that the whole country goes bankrupt. (e)
• The Norwegian government has decided to invest
  against the loss of tropical forests these
  emission fees from the energy economy quite a
  large sum, 400 m I think. (en)

18
Part 2Attribute Associations
19
ATTRIBUTE ASSOCIATIONS 1/6

• Norway is an important player in international
  energy policy making.
  
• Average 4.6 (on a scale from 1 (does not apply
  at all) to 7 (applies very well))
  
• The oil and gas reserves give Norway some weight
  in the international energy field but its
  importance is not regarded as great because of
  its small size.
• Norway is said to be major player in the Nordic
  region.
  
• Lets say its a bit above the average because
  they have oil and gas. On a Nordic level they
  have hydropower, that it, if it doesnt rain in
  Bergen, our electricity bill goes up. (c)

• Norway is a reliable partner in defence and
  security.
  
• Average 5.1
• The attitude towards Norways NATO membership is
  decisive on the answer to this question.
  
• Some regard Norway as reliable because of NATO,
  whereas others regard it as not reliable for the
  same reason
  
• Similar geopolitical position, things are perhaps
  seen from the same perspective. Norways ability
  to defend itself has collapsed essentially, its
  fully dependent on NATO. Norway cannot defend
  itself. (m)

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ATTRIBUTE ASSOCIATIONS 2/6

• Norway delivers cutting edge scientific research
  and innovation.
  
• Average 4.3
• Scientific research was often regarded as cutting
  edge in Norway but it was not always associated
  with innovation.
  
• Some respondents thought that Norway is not
  investing much in scientific research.
  
• Well there is but at the moment its not exactly
  that. These OECD shares, the oil has caused it
  that there is no need for this kind of what the
  Finns have tried. This wealth produced by oil
  has not been a strong incentive in this
  direction. (r)

• Norway has a dynamic cultural and artistic
  sector.
  
• Average 4.8
• Most respondents were not aware of contemporary
  cultural field in Norway, and hence would not
  give high grades.
  
• Great historical figures Grieg, Munch are
  well known are have a positive effect on Norways
  image.
  
• The new opera house was mentioned often as
  grounds for dynamic cultural sector.
  
• To some extent. Mostly you think of their
  history, Edvard Grieg, Munch and Ibsen. I dont
  know how dynamic it is now, but if you think that
  they have had these big names in the past, then
  perhaps there are some also now. (m)

21
ATTRIBUTE ASSOCIATIONS 3/6

• Norway is an environmentally friendly nation.
• Average 5.9
• Nature is thought to be very important for the
  Norwegians a sign of this that the Norwegians
  like to spend their time in open air. Thus they
  also do their best to protect the nature.
• I refer to outdoor activities. Its clean and
  nice there, they use hydropower. Of course they
  drill but this oil drilling, I think they do it
  well, they dont destroy the world, as far I see.
  (p)

• Norway is an entrepreneurial nation.
• Average 5.0
• Most respondents regard entrepreneurial character
  to apply in general for Nordic countries, thus
  also for Norway. Also the tough climate is
  mentioned as a ground for the entrepreneurial
  character.
• Some did not share this opinion. These
  respondents referred to statistics and the number
  of big companies many of them state-owned in
  Norway.
• If this was about Denmark then I would say
  absolutely, very much but Norway has quite a
  lot of big companies. Not very
  entrepreneurial, I would say. (m)

22
ATTRIBUTE ASSOCIATIONS 4/6

• Norway manufactures high-quality products.
• Average 5.5
• Most respondents could not name Norwegian
  products. Nevertheless they regarded them as most
  likely of high-quality because Norway is a Nordic
  country.
• This is a bit so that I dont know because I
  dont know any products coming from Norway,
  except fish. But if an object is made in Norway
  then I believe that its quite high quality. A
  system that is somehow familiar, resembles
  Finland and Sweden. (r)

• Norway is a leader in international peace
  diplomacy.
  
• Average 5.8
• The Nobel prize contributes much to the image of
  Norway as a conciliator in conflicts.
  
• Also other facts like the peace process in Sri
  Lanka were mentioned as proof of Norways
  influence in world politics.
  
• Its an active country in the UN. Middle East,
  Sri Lanka, they are also in Africa. And partly in
  crisis management both soldiers and civilians we
  share a lot in Nordic frames. (p)

23
ATTRIBUTE ASSOCIATIONS 5/6

• Norway represents equal rights in society.
• Average 5.4
• Gender equality is regarded as one of Norways
  assets.
  
• Norways treatment of immigrants attracted
  criticism and in many cases it was the reason why
  it did not receive top grades.
  
• I give only a five because they should integrate
  the immigrants better. They have made the mistake
  in Oslo at least, theres a district called
  Little Pakistan, and such are never good. In
  this sense Finland has succeeded better. (e)

• Norway is a leading innovator and specialist in
  oil and gas technology.
  
• Average 5.6
• Most respondents agreed to this either because
  they knew it or because they just supposed that
  Norway has had to invest much in oil and gas
  technology.
• Its really high technology and because of that
  Norway is also wanted as a partner elsewhere, the
  Norwegian companies. They have Kværner and other
  familiar names. (n)

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ATTRIBUTE ASSOCIATIONS 6/6

• Norway is a leading innovator in technology for a
  cleaner environment, such as carbon capture and
  storage.
  
• Average 4.9
• Most respondents were not aware of the recent
  development in this sector although some had
  heard of carbon capture but they assumed that
  Norway is active in this sector because in
  general they are regarded as environmentally
  friendly.
• I have this impression that the Norwegians talk
  a lot about these things. (n)

• Norway is a leading innovator and specialist in
  marine biology and sustainable fish farming.
  
• Average 5.2
• Again, many respondents had no clear picture
  especially of marine biology but Norways
  connection to the sea made this seem probable in
  their eyes.
• Some respondents were well aware of the fish
  farming industry in Norway.
  
• This sustainable fish farming as a concept is
  such that I would not approve it. As such fish
  farming is I guess okay there in the fjords, the
  water streams and they dont have these
  entrophication problems that we have here. But
  the technique, its in wrong places, these
  runaways get into natural rivers and mix with the
  natural ones. (en)

25
Part 3Professional experiences
26
PROFESSIONAL CO-OPERATION

• Norway is mainly considered as a solid and
  democratic cooperation partner in industry and
  trade.
  
• Norways reputation is mainly based historically
  on shipbuilding industry companies like Kvaerner
  and Acker Yard are well known in Finland.
  Nowadays oil and gas are the keywords when
  describing Norways business life.
• Cooperation is functioning well based on the fact
  that Norwegian owners give room to Finnish ideas
  even if they hold on the actual leadership.
  
• We have regular contact, almost daily, we
  have meetings, personally some times a year.
  Experiences are positive. The owner has a kind of
  ownership policy, which gives room to attend this
  operative action locally and doesnt involve in
  it but however, has the control. Cooperation and
  communication have been open.
• In Northern Finland Norway plays an important
  role also in international negotiations with
  Russia, e.g. when planning the Barents Sea future
  strategy.
• Now when we are planning the Barents Sea
  strategy and Norwegians are the strongest player
  in Russian issues because they have the
  technological knowledge needed and also being a
  NATO-member. Norway is far precede us but we try
  to get ourselves there a bit like a Norways
  freeloaderwe believe that Norway is our gateway
  in this matter

27
POLITICS 1/2

• Norways political system is regarded similar to
  other Nordic countries.
  
• The level of democracy is regarded high.
• In general the system is seen as
  well-functioning
  
• There exists a strive for consensus like in
  Finland as well
  
• The respondents could detect some differences,
  however.
  
• The changes in the election results are greater
  than in Finland. For this reason the changes in
  the policies are also greater. Many respondents
  regard this as a positive feature in Norwegian
  politics because it is a sign of more effective
  democracy.
• The public servants are seen as more political
  than in Finland. This is said to have (also
  negative) practical impact in diplomatic
  cooperation because the public servants change
  after every election (which is not the case in
  Finland).
• In general Norwegian politics is said to be
  because of the above mentioned features more
  political than in Finland. This is also said to
  result in more unstable governments.

28
POLITICS 2/2

• The party politics in Norway is regarded as
  somewhat similar to Finlands although mostly
  respondents did not have a clear picture of the
  parties themselves. Hagen and the
  Fremskrittpartiet is often named in a negative
  tone because of its xenophobic nationalism.
• Regarding foreign policy, Norway is regarded as
  an important partner for Finland (although not as
  important as Sweden).
  
• There are important issues related to Baltic Sea
  and Russia in which the cooperation with Norway
  is regarded as highly valuable
  
• The cooperation with Norway is thought to be
  fluent and easy in the political sphere because
  of the relatively similar situations and
  interests
• The fact that Norway is not a member of the EU is
  a big issue. It complicates and aggravates
  matters and is said to exclude Norway from
  certain matters
• Norway is nevertheless said to be very active in
  the UN, in development cooperation and peace
  diplomacy. Norway is said to compensate its
  absence from the EU through activity in other
  fields of politics.

29
POLITICS QUOTATIONS

• Its a top-Nordic-democracy. It works very well.
  Its nice in Norway that in the elections you get
  big chances, the governments do change there.
  (m)
• I guess Norway is characterised by the thing that
  when in Finland there are elections, nothings
  changes, but in Norway it does. The support for
  the parties may vary a lot. Then they have this
  more radical rightwing party. (n)
• Its very politicised on the level of public
  servants. They have undersecretaries of state
  everywhere, and when the government changes, they
  get changed as well. Continuity is on a
  different level. At least every third year I get
  a new partner from there. (p)
• They are very strong actors in foreign policy
  a very visible role for example in the UN
  where they have had since Trygvell leading
  positions. And their development aid is one
  percent of their GNP. They are a major financier
  for UN. Usually you have a Norwegian in every
  place and when you ask about, then they explain
  well, because they pay so much. (p)
• The orientation is lot a like in the Nordic
  countries in general. Then theres the question
  of this populist xenophobic nationalism, I dont
  know how much strength this line has. (r)

30
ECONOMIC 1/3

• Norways economic situation is seen in a positive
  light due to its oil and gas reserves. The
  natural reserves are regarded as its main
  strength providing Norway with a stabile economic
  foundation which protects it also during times of
  crisis.
• Dependence on oil and gas is also seen as an
  disadvantage for Norway if the sources run dry or
  if oil and gas lose their importance for some
  reason.
• Opinions differ as to whether Norway has invested
  its wealth wisely or not.
  
• Part of the respondents think that Norway has
  invested in wealth well and that its economy is
  thus secured also for some time after the oil and
  gas reserves have been depleted.
• Others disagreed with this view. They regarded
  Norway to be too dependent on oil and gas income
  and that the Norwegians have not developed strong
  know-how in other fields.
• Some think also that Norway may be too thrifty
  and not use the money enough on vital
  institutions like schools and healthcare.

31
ECONOMIC 2/3

• Seafaring is also strongly associated with
  Norwegian economy. It is said to have brought
  welfare to Norway in a similar way as the forest
  industry in Finland.
• The main weakness in Norways economy is the
  level of expenditure. The high costs aggravate
  the business.
  
• The high employment level is seen both as a good
  feature of Norwegian economy as a well as an
  disadvantage.
  
• High employment level, good wages and reliable
  employers make Norway attractive for employees
  and job-seekers.
  
• From the perspective of the companies high
  employment level is making recruitment difficult
  and expensive.
  
• Some respondents also criticised Norway for the
  lack of ICT know-how. They regard Norway not to
  be strong on this sector of technology. Norway is
  not regarded as particularly innovative.

32
ECONOMIC 3/3

• Norwegian companies are not very well known among
  the respondents in general.
  
• Companies dealing with oil or seafaring are most
  commonly named, like Statoil and Kvaerner.
  
• Fish (salmon) is the best known product from
  Norway.
  
• In the companies which are owned by Norwegians,
  the Finnish counterparts were happy with their
  owners because the owners have let them do their
  things in their own way.
• The cooperation is in general regarded as easy
  and fluent.
  

33
ECONOMIC QUOTATIONS

• The strengths are in the sea, fish and oil
  without a doubt. These are Norways strengths in
  the economic sphere. (n)
  
• Companies have a challenging situation there. On
  its current level it has been overheated already
  for years because theres really no unemployment.
  Recruiting is difficult and theres a lot of
  circulation because new and bigger offers are
  coming along all the time. Loyalty is a problem.
  (e)
• I have the impression that they are developing
  and thinking about thing, trying to put money
  into right places, but from the point of view of
  our sector the thing is that they are missing
  such high tech know-how in electronic
  engineering, telecommunication and such. They
  dont do it there. (e)
• I think Norway has played its cards well and
  invested in the infrastructure. If you look at
  the developmental areas in the north, the cities
  are on top form, so shipshape. (p)
• Norwegian economy is very much one-sided. As
  long as they have oil and gas it is secured but
  if they come up with replacing energy forms for
  oil and gas or the sources run dry or their
  consumption reduces drastically, then Norways
  problems will grow exponentially. Norways
  technical development in other sectors has been
  really modest. (m)

34
CULTURE 1/3

• Most respondents had some kind of a view over
  cultural life in Norway but often they could not
  give any names or exact information on it. Norway
  is not profiled as a specifically culture
  exporting state.
• In the classical cultural field past greats like
  Munch, Grieg and Vigeland still stamp the image
  of Norwegian culture, to some extent.
  
• Most respondents were not all too aware of the
  recent developments in classical music, opera or
  visual arts.
  
• The new opera house is well-known and some
  respondents regard it as a sign that there has to
  be good opera, ballet and classical music scene.
  
• The Norwegians are said to invest their wealth
  also in culture especially in institutional
  culture like the opera, ballet, national museums
  and national theatre and to be quite proud of
  it.

35
CULTURE 2/3

• Literature is regarded as one of Norways
  strengths in the cultural field. Although the
  respondents often could not spontaneously name
  modern writers they believed that there is a
  vital literature scene in Norway.
• Especially detective stories are often mentioned
  as top quality in its own field. Mostly
  respondents referred to Jo Nesbø but in general
  they also thought that Norway is competing
  internationally on the field of detective
  stories.
• Other writers named by the respondents were
  Erlend Loe, Knut Faldbakken and Herbjørg Wassmo.
  
• The movie scene is less known than literature but
  still many respondents had the impression that
  there has been lately more Norwegian films.
  
• Those who had seen Norwegian films lately mostly
  associated them with comedies like Elling which
  was the only films mentioned by name. The
  respondents have a moderately positive impression
  of Norwegian films.
• Contemporary music scene is in general not known
  in Finland.
  
• Norwegian jazz is an exception to this among
  those who follow the jazz scene. It is quite
  appreciated thanks to big names like Jan Garbarek
  but also because of the general liveliness of the
  scene in Oslo and Norway in general.
• Also heavy metal is associated with Norway,
  although not always in a positive light.

36
CULTURE 3/3

• Norwegian design is not known and also not
  appreciated in Finland, even among the
  professionals.
  
• The few who were familiar with Norwegian design
  did not regard it as exciting or special.
  
• Mostly respondents did not have any idea of
  Norwegian design but gathered that it most be
  somehow similar to Nordic design in general.
  Norway was often contrasted with Denmark which is
  well known for its design products in Finland.
• Architecture in Norway received some positive
  comments from the participants.
  
• The new opera house was praised by many.
• Also the new architecture in some residential
  areas was once mentioned as a successful example
  of Norwegian architecture.
  
• According to some respondents Norway has in
  general not been successful in commercialising
  its culture industry in the same way as other
  Nordic countries or that Norway has not even
  tried to do that.

37
CULTURE QUOTATIONS

• On the music scene, on the jazz side, I see that
  its very dynamic. They have so strong regional
  centres that they can produce interesting
  contents and support artists. My impression
  is that they have better conditions particularly
  for jazz music. The genre is thriving there. (c)
• Norwegian design is somehow unimaginative and
  its not very original. Somehow homespun by which
  I dont mean the knitwear which actually dont
  seem homespun. But it feels a bit cliquey. Its
  not the worst design in the universe but its a
  bit dull. (c)
• I think they invest in culture, at least more in
  this institutional culture. They are really
  proud of their own, especially of this opera but
  also of their museums and artists. (c)
• One knows less about Norwegian films although if
  you read. Now that Denmark has been number one in
  the Nordic countries in cinema, now Norwegians
  themselves are speaking about being the next big
  Nordic movie country. (m)
• The cultural exports are quite limited. They
  dont manage this commerciality that well. I
  dont know if they have. Perhaps they just
  havent sold their soul to the devil and dont
  think about money only. You get this subculture
  things from there which perhaps dont have this
  commercial potential but have something other to
  give. (e)

38
SPORTS

• Norwegians are regarded as a sports-crazy
  nation, similarly as to what Finnish people think
  of themselves.
  
• Norwegians are not just said to watch a lot of
  sports but they are also regarded as people who
  like to do sportive things and spend much time in
  open-air in general.
• Norways success in sports is appreciated by the
  Finns. This success is not limited just to winter
  sports although it is regarded stronger.
  
• Norways success in skiing is best known in
  Finland. Norwegians are regard as one of the main
  competitors of Finnish athletes.
  
• Recent success in javelin has also been noticed
  in Finland.
  
• Other sports in which Norways success was taken
  notice of are curling, ski jumping, rally,
  football, womens handball
  
• Norways hard line on doping received both
  negative and positive comments.
  
• Some regard Norways attitude to be two-faced
  because they do not believe that Norwegian
  athletes use any less doping than athletes in
  other countries.

39
SPORTS QUOTATIONS

• They are a sports crazy nation in a positive way.
  You see it when they interview Norwegian athletes
  in TV, they are also really energetic in
  comparison to Finns who are so serious. Its
  the image of that nation, theyre sporty and
  energetic. (m)
• I think its odd how the Norwegians overvalue
  sports, even more than the Finns. Like a Swedish
  friend of mine said, the annoying thing with the
  Norwegians is that they dont know how to win.
  They take it too seriously. (e)
• They are good both in team sport and individual
  sport. Alpine skiing, skiing, ski jumping,
  javelin yes, but also in football and handball.
  They have stronger football culture than in
  Finland, they go watching the games. They have a
  good womens team in handball. I think they won
  gold in the Olympics. (c)
• They are really good in curling, they tend to
  beat us in the Olympics, we always fall on
  Norway. They drive rally well, better than the
  Finns. They have one of the best in the world,
  Martin Schanche. Then they have this peculiar
  sports womens handball, theyre the best in the
  world in it. They are awfully proud of it. (e)
• Theyre hard guerrillas there, they dont use
  doping at all! The last one was meant ironically.
  Theyre quite eager to judge other countries
  because of doping. (en)

40
MEDIA

• The media landscape in Norway is seen to be quite
  similar to its Finnish counterpart, i.e. to be on
  the high level as they are in general in the
  Nordic countries.
• The Norwegian press is regarded more plentiful
  than in Finland where there are only few big
  newspapers.
  
• Some criticism was directed towards both the
  press and broadcasting on part of one
  respondent.
  
• The press is said to be a bit too tabloid and
  populist and less serious.
  
• Also Norways public broadcasting company was
  said to be more populist because it tries to
  compete with the commercial channels on their own
  field.

41
MEDIA QUOTATIONS

• The level of broadcasting is good. Like it is
  here. (m)
  
• Norway has a lot of big newspapers in cities, in
  Bergen, Trondheim, Oslo has many newspapers
  whereas we here have only Helsingin Sanomat and
  Hufvudstadsbladet. They have more competitive
  newspapers although they are getting fewer as
  well. (m)
• Somehow it feels a bit commercial and
  tabloid-like the press. Somehow a bit populist,
  sometimes I think a bit contemptuous towards the
  Norwegians. I think the Norwegians I have met,
  they could and would appreciate something
  different. (m)

42
RESEARCH

• The quality of research in Norway is regarded
  relatively high. Mostly it is seen to be on the
  same high Scandinavian level as in Sweden or
  Finland. Norway is not regarded better or worse
  than the other Scandinavian countries.
• Some respondents think the wealth brought by
  Norways oil and gas reserves partly helps
  research in Norway because they have more money
  to invest in research. Others disagree with this
  view.
• The status of natural sciences is seen to be on
  the same level as with other Scandinavian
  countries but also research in the field of
  social sciences is seen as one strong aspect of
  research in Norway.
• The only weakness related to research was seen in
  the introverted nature of the university system
  in Norway. It is not always very open to
  international cooperation and the research is
  said to be perhaps too much preoccupied with
  Norway itself.

43
RESEARCH QUOTATIONS

• As I have understood the research is very
  competitive in Norway. If you think about the
  research funding by the European Commission, then
  the research in our field have been very
  successful in getting that funding. (r)
• On this administrative and cooperation level it
  might be that they have to think more about their
  own graduate school systems, how they could open
  up to the international cooperation. (r)
• I would say the research is very high quality. I
  wouldnt say that its better than say in Sweden
  but quite OK. (en)
  
• We communicate also with research institutes. On
  the sectors that they have chosen the quality is
  pretty high, at least on the same level with
  Finland. (e)

44
Part 4The stories
45
STORIES 1/18

• Anything made in Norway is of a high quality,
  from sophisticated manufactured goods to food
  products.
  
• Average 5.4 (on a scale from 1 to 7)
• The assumption that Norwegian products are of
  high quality is mainly based on the good overall
  image (high quality, ethical, no child labour) of
  products made in Scandinavia.
• One respondent based the reliability of
  Norwegian products on the fact that the they are
  built to last in northern conditions
  
• When we import a product that is designed even to
  the conditions of the Spitsbergen, it brings a
  certain reliability as regards to it functioning
  also in Finnish conditions. (e)
• Substantial part of respondents could not name
  explicitly Norwegian products. The most notable
  product groups were handicrafts and groceries,
  especially Norwegian salmon. Norwegian groceries
  were thought to be clean and mainly produced in
  an environmentally friendly matter.

46
STORIES 2/18

• Norway is now a leader in cutting edge green
  energy technology such as carbon capture and
  storage, solar energy and offshore wind.
  
• Average 4.8
• Those who think that Norway is leader in
  environmental issues assume that the capture of
  oil is made as environmentally friendly as
  possible.
• Sea wind and hydroelectric power are also seen
  as environmentally friendly ways that Norway uses
  for its power production. One respondent pointed
  out that due to Norways huge hydroelectric power
  resources, it is not even necessary for Norway to
  invest in sea wind technologies, but they do it
  anyway, because they want to develop green
  energy.
• Respondents opinions on varied on the Norwegian
  technology, where carbon resulted in oil drilling
  is pumped back to the sea-bed. Most respondent
  did not know the technology well enough, but
  thought it was a prominent solution.
• Two respondents representing the environmental
  sector pointed out that the use of oil as a
  source of energy is neither desirable nor
  environmentally friendly. The first respondent,
  however, thought that the technology in question
  was a prominent one in the process in transiting
  from fossil fuel to more ecological ways. The
  other respondent stated that carbon capture does
  not resolve the environmental problems related to
  oil drilling.

47
STORIES 3/18

• Norwegian science and technology are at the front
  of their field, one of the reasons why Norway is
  host to some of the most prestigious prizes in
  mathematics, nanoscience, neuroscience and
  astrophysics.
• Average 3.9.
• Many respondents did not want to evaluate Norway
  on the field of science and technology, because
  it was thought to be known only for certain
  circles.
• Most respondents did not affiliate Norway with
  high technology.
  
• Responses to the question whether Norway is a
  country of cutting edge technology split up. Some
  thought that Norway has never identified itself
  as a technology leader. Others had high estimates
  about Norwegian science, even though they did not
  know it too well.

48
STORIES 4/18

• Norway has a history of helping to solve
  international disputes and achieve reconciliation
  in some of the most difficult conflicts.
  
• Average 5.6
• This characteristic was thought to be
  interesting and it also lifts Norways profile as
  a country.
  
• The Nobel Peace Price was mentioned multiple
  times as regards to Norways international peace
  negotiation efforts.
  
• Norways operation in UN was well know both in
  securing and negotiating peace.
  
• Former prime minister, Gro Harlem Brundtland,
  was mentioned several times as a well known
  international figure related to peace work.
  
• A few respondents thought that Norway is no
  longer as active international peace operator as
  it used to be.
  
• Norways action on this field is known in Finland
  and surely they work also behind the scenes. The
  have an interest on the issue and it also
  described the Norwegian way of thinking They
  want to promote peace work and in addition they
  have such influential individuals like Brundland,
  who are willing to invest their own career to
  this work. Through UN they have gained mandate to
  act and through Nobel they have also been given
  perspective. (n)
• As a curiosity, many respondents thought that
  Dag Hammarskjöld is Norwegian.

49
STORIES 5/18

• Norway is the third largest oil exporter in the
  world and a major supplier of natural gas. Today,
  Norway is at the forefront of oil and gas
  technology and exploitation of oil and gas at
  sea.
• Average 5.5
• Respondents images on Norway were often related
  to oil and gas. Norways significance on this
  field cant be overlooked at least in the
  European context.
• Norway is regarded as a reliable and competent
  agent on the field of energy. Especially
  respondents from business world this heightened
  Norways interestingness.
• That large oil field at the front of Hammarfest,
  which Norwegian Statoil and companions took over
  when the parliament gave them a permission to go
  and do it. It was a big investment, 6-7 million
  Euros worth at least and to my knowledge it has
  succeeded. We followed quite closely, what
  happened there and everything happened on
  schedule. There were, however, big international
  actors involved, surely Norway cant manage
  everything on its own. But Norwegian with their
  long experience can administer such. (n)
• Some respondents thought that it would be an
  overstatement to call Norway a pioneer on a
  field of oil and gas. Knowledge is at the same
  level as in other oil countries.
• Negative images were related to the use of
  fossil fuels in general.
  
• I dont think this applies, because if they were
  pioneers, they would realise, that oil is a
  vanishing source of nature, and then they are
  searching that oil on the worlds most delicate
  waters. It is not necessary, but it would be
  necessary to try to find alternatives for that
  oil. (en)

50
STORIES 6/18

• Norwegians are a peace-loving, well educated and
  friendly people. They provide a great welcome for
  tourists as well as a pool of skilled employees
  for business.
• Average 6.0 The charming and at least to Finns
  easily understandable national character was
  often mentioned as one of Norways most
  attractive features.
• It was often mentioned, that many Finns work in
  Norway and the impression is that for educated,
  Nordic people, Norway is a good place to work.
  
• I have thought, that people would not work there,
  if it would be awfully difficult. Word spreads,
  that they have good working conditions and better
  salaries. Finns also get on well in the work
  communities. It is a good place for Finns to be.
  Finnish are respected workers and you can feel it
  there. (n)
• Impressions vary on Norways attitude towards
  immigrants from outside Western Europe.
  
• There are a lot of immigrants in Norway and the
  doors have long kept their doors more open
  compared to Finland. It is noticeable in Oslo's
  street scene, there are lot of immigrants and
  surely they havent carried it off without
  problems. But surely there have not been any
  bigger problems. (c)
• If only tourists were concerned, I would say 6,
  but if immigrants are taken account of, then its
  4. It is not very immigrant friendly country.
  (m)
• One respondent from business world considered
  Norwegians as less warm people, although easy for
  Finns to understand.
  
• Norwegians are pragmatic, they dont especially
  welcome you nor are extremely warm persons. For
  example in France, they first try to impress
  people and then they talk about work. Thats why
  they have long lunches, to become acquainted. In
  Norway, also lunch time is used to working, not
  a lot of eating. Though, they are easy to
  approach.

51
STORIES 7/18

• Norway is a major maritime nation with a complete
  maritime cluster. The Norwegian maritime industry
  is well known for delivering environmentally
  friendly, innovative and good quality services
  and products.
• Average 5.9 First impressions about Norway
  were often the long coast, the closeness to the
  sea and nature in general.
  
• High tech was not often related to Norwegian
  ship building industry. More often it was
  considered to be old and stable, old fashioned
  actor.
• Yes, I can give 6. Im not too convinced about
  that innovativeness, at least they are that on
  quite narrow sectors. Kvaerner-Masa Yards is
  traditional ship building. They know how to do
  it, but is it Norwegian? Kvaerner is wealthy, but
  they have also learned from Korean example. (e)
• Maritime was seen as a positive matter, it was
  often related to pure nature.
  
• Some related maritime to past Viking history and
  romantic life on the sea.

52
STORIES 8/18

• Norway has a reputation as one of the most
  socially advanced welfare states. Norway has
  created an egalitarian, social and economic model
  with one of the highest growths and lowest
  unemployment rates in Europe.
• Average 5.8
• Norway is considered to be a welfare state.
  Stable social society increases Norways
  attractiveness as a place to live, work and spend
  holiday at.
• Norway is seen as an advanced, equal and rich
  country.
  
• You can see the welfare (prosperity). You can
  conclude something from the price of a pint The
  price of a beer is what it is and still the pub
  is full. (n)
• Some respondents considered Norways position as
  a equal country controversial. Equality does
  exist between genders, but not so much between
  people with different ethnic backgrounds.

53
STORIES 9/18

• Norways oil and gas revenue is invested abroad
  through the Norwegian Government Pension Fund,
  which currently owns one percent of the worlds
  share portfolio. The funds size, long term
  commitment, and strict ethical guidelines, make
  Norway stand out as an attractive and socially
  responsible global financial actor.
• Average 5.5 Norway is considered to be a
  wealthy and respondents believe that it has a
  potential to make good future investments. One
  respondent referred to Norways long tradition in
  planning its economy.
• Surely Norway has lost its financial resources
  due to the recession as everybody else. I havent
  followed up too closely.. Norwegians have had
  quite strong planned economy since 1930s, even
  in Nordic comparison it is seen, that Norway has
  even had a tradition of centrally controlled
  economy. (r)
• Some indicated that compared to other
  oil-producing countries, Norways actions are
  surely more ethical and responsible.
  
• If we consider other oil producers, I would say,
  that Norway is number one in this issue. It is
  the most responsible and the most democratic.
  (p)
• The use of oil money was expected to raise more
  conversation in the future.
  
• Many respondents impressed that in general, it
  is very difficult to evaluate the ethicality of
  investments.

54
STORIES 10/18

• Norway offers foreign investors exceptional
  financial opportunities and a level playing
  field. With a growth rate of 3,3 in 2007 and a
  per capita GDP among the highest in the world,
  Norway is an outstanding market for international
  companies to do business.
• Average 4.3
• Companies with existing business relationship to
  Norway feel that cooperation works. Finland has
  products to export to Norwegians.
  
• Sales we do have there Services and goods.
  Markets have developed very well recently. We
  have wide opportunities to export there anything
  machinery, equipment, groceries, chemical
  industry products.. It is a good target. Of
  course, all places with liquidity and demand are
  also places, where competition is hard. (r)
• Norwegian investments to Finland were also
  noted.
  
• Some thought that Norway is not particularly
  good target for investors and foreign companies.
  This was partly related to certain Norwegian
  cliquishness, which came up in other association
  too, but partly also to small markets and
  expensiveness of the country.

55
STORIES 11/18

• Norway is one of the most naturally spectacular
  and beautiful countries in the world. The long
  coastline, the fjords as well as the mountains
  make it an ideal place to explore.
• Average 6.5 Beautiful nature is definitely one
  of the Norways most attractive features
  according to respondents. This story got the
  highest score!
• Norways geographical proximity makes it a good
  place for Finns to visit. Even the wet climate
  and harsh nature wont scare Finns away as they
  might do to people from more southern countries.
  
• Norwegian coast, sea and fjords were often
  mentioned.
  
• I remember from my childhood holidays especially
  the sea and the coast line and the fjords. Small
  fishing villages and those glass floats in
  (fish)net stacks. The kind of exuberant,
  beautiful scene. It is a unique country if you
  think about the Nordic Countries. (c)
• Rainy weather and most notably high prices were
  considered to be the least attractive features.
  
• That is exactly the right description. Perfect.
  Enormously beautiful country, but darn expensive.
  (p)

56
STORIES 12/18

• From brilliant winter skiing to fantastic summer
  adventure holidays, Norways nature is the
  perfect place to escape all year around, because
  it gives easy access to clean nature and
  spectacular scenery in all 4 seasons.
• Average 6.2
• Norway is seen as a destination to nature lovers
  and people who enjoy outdoor life. There are
  plenty of activities during every season and
  weather is not that big of a factor as for those
  looking for beach vacation.
• That is interesting and true. I dream about
  hiking there. My friends went there last summer
  to hike and paddle and everything. Pictures
  looked absolutely great. Clear water and great
  views. I believe Im gonna go there for a holiday
  someday. (c)
• Norway does have four seasons, but one
  respondent pointed out that due to the climate
  change, Norway may lose this asset.

57
STORIES 13/18

• Norway is experiencing an explosion in creative
  talent. With a brand new Opera House in Oslo,
  Norwegian art and literature making an increasing
  impact on the world stage, and the country
  practically covered with music festivals during
  the summer season, Norwegian culture and
  creativity are more exciting than ever.
• Average 5.1 Many respondent were not very
  familiar with Norwegian culture and were hesitant
  to evaluate it.
  
• I think that this culture side is very
  interesting, but still I have to say, that I
  havent heard much of it. I dont know what there
  is, based on that, Im unable to evaluate is that
  (story) true or not, since I dont know whats
  going on in there. However, it is interesting, I
  could go and find out, what festivals and operas
  can be found. (c)
• Norwegian culture was considered as down to
  earth, not so much high culture (classical
  culture) (even though the new opera house got
  several mentions).
• Norwegian summer festivals were familiar to
  some, but were often seen as small local events
  and not very attractive to foreigners.
  
• Norwegian literature was often mentioned and
  considered to be interesting. Especially
  detective stories got mentions.
  
• However, most interesting times in Norwegian
  culture history were associated to the past
  Viking age.

58
STORIES 14/18

• The respondents were also asked whether they had
  other ideas on stories which Norway could tell
  about itself.
  
• The ideas include
• the Norwegian folklore, folk culture or national
  romanticism, in general the traditional elements
  of the Norwegian culture
  
• Norwegian popular culture
• Norways history, especially certain elements
  like the Vikings and the Hanseatic past
  
• The perseverant character of the Norwegian
  people
  
• Good relationships and cooperation with Russia
• Norwegian humour
• Perhaps they should emphasise themselves as a
  more humorous nation than it does. Because I
  think Norwegians is quite funny and the people
  are jolly, so I think this a bit witty self-irony
  would fit their image well. (c)

59
STORIES QUOTATIONS 15/18

• The cultural heritage could be brought forward.
  The folk tradition and this national romantic
  culture could be such. (r)
  
• The thing why they have succeeded is this
  heredity resulting from a combination of genetics
  and environment, hard conditions. You have to
  dare to go to the sea in blizzards to earn your
  bread by fishing, and this has generated a race
  of people who are daring and persistent. (e)
• One characteristic of Norway is that it has a
  good relationship to Russia. If compared to
  Sweden, then Sweden actually has a rather bad
  relationship to Russia, although its a NATO
  country. (p)
• Perhaps about the youth culture because I dont
  have a clear image of what kind of a youth
  culture do they have there. That would interest
  me personally. (c)
• Things related to sea are interesting. Marine
  know-how and knowledge in Norway is such a thing
  that we hope we would know more on the side of
  education and research. (n)

60
STORIES 16/18

• The respondents were asked whether Norway could
  identify itself with some famous Norwegian
  person(s). The suggestions are

Past greats Edvard Grieg Edvard Munch Henrik I
bsen
Politics Gro Harlem Brundtland The King The Ro
yal family
Explorers Roald Amundsen Fridtjof Nansen Thor
Heyerdahl
Current celebrities Sissel Kyrkjebø Petter Sohlb
erg

• Furthermore one respondent suggested the fjord
  horse as a suitable symbol for Norway because it
  is unique and has a long history.
  
• Many respondents refused to give any names
  because they think its a bad idea to identify a
  country on one or more persons.

61
STORIES 17/18

• The respondents were also asked whether Norway
  could identify itself with some field or sector
  in which it has been successful.

Hydropower innovation technology
Seafaring perseverance stamina
Peace diplomacy positive message
Environmentally friendly oil and gas technology
responsibility, cleaner image
Nature and outdoor life uniqueness national char
acter
Sports success
62
STORIES QUOTATIONS 18/18

• For example Amundsen and Ansen and such explorers
  from the beginning of the last century, they in
  some way at least are marked as Norwegian
  symbols. They have fine museums in Oslo and this
  way this Norwegian taking-over-the-world through
  the sea come up constantly. (e)
• Petter Sohlberg! Theres a guy who smashes a car
  or whatever goes wrong, hes still smiling. Hes
  a basic Norwegian in that sense. (e)
  
• Because Im a musical person, I would raise
  Sissel Kyrkjebø at the top now. Shes a terrific
  representative of the Norway image in many ways.
  A unique