A1 Journal article (refereed)
The distant snowy land where rounded creatures dwell : Experiencing Moomin-related nostalgia and belonging in Finland (2023)
Amey, E. (2023). The distant snowy land where rounded creatures dwell : Experiencing Moomin-related nostalgia and belonging in Finland. Matkailututkimus, 19(2), 6-31. https://doi.org/10.33351/mt.124944
JYU authors or editors
Publication details
All authors or editors: Amey, Evgenia
Journal or series: Matkailututkimus
ISSN: 1796-1300
eISSN: 2490-2039
Publication year: 2023
Publication date: 14/12/2023
Volume: 19
Issue number: 2
Pages range: 6-31
Publisher: Suomen matkailututkimuksen seura
Publication country: Finland
Publication language: English
DOI: https://doi.org/10.33351/mt.124944
Publication open access: Openly available
Publication channel open access: Open Access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/92917
Abstract
With the release of the Moominvalley (2019–) animated TV series, the Moomin characters have once again appeared on screens across the world. Whether this newest adaptation of Tove Jansson’s books and comic strips will initiate a new ‘Moomin boom’ remains to be seen. Nevertheless, the re-appearance of the Moomins in domestic (Finnish) and international media has sparked a resurgence of nostalgia among audiences already familiar with the characters. The present study examines what meanings are attributed to the Moomin stories and sites associated with them in the context of media-induced tourism. The study draws on seven English-language press articles featuring authors’ observations and reflections on their visits to places with connections to the Moomins and/or Tove Jansson in Finland. The personal importance of Jansson’s works and associated locations for these members of the audience is revealed through analysis of the notions of belonging and nostalgia in their accounts. On a wider sociocultural level, the findings demonstrate that values associated with Jansson’s texts are (re)negotiated in new contexts and found relevant in times of contemporary socioeconomic, political and environmental crises, and that it reflects in how places with connections to her and her works are viewed and experienced. The data further show that themes in the Moomin books are viewed in parallel to what is perceived as Finnish values, such as care for others, equality and respect for nature. Finland is also imagined as a fairytalesque land, both the home of the writer and even of the Moomins themselves.
Keywords: Moomins; media; media culture; tourism; tourist destinations; nostalgia
Free keywords: Jansson, Tove; Finland; belonging; media-induced tourism
Contributing organizations
Related projects
- Competitive funding to strengthen universities’ research profiles. Profiling actions at the JYU, round 3
- Hämäläinen, Keijo
- Research Council of Finland
- Centre of Excellence in Game Culture Studies, continuation
- Koskimaa, Raine
- Research Council of Finland
Ministry reporting: Yes
VIRTA submission year: 2023
JUFO rating: 1