Are we bad winners? Public understandings of the United Nations’ World Happiness Report among Finnish digital media and their readers

In this research, we investigate the public understanding of the World Happiness Report within the context of its highest-ranking country: Finland. We analyse how two actors, Finnish online media and their readers, understood the publication as well as the concept being measured: happiness. Digital media adopted an ambivalent stance towards both the World Happiness Report (‘sports victory’ vs ‘societal problems’) and the concept of happiness (‘reticence to define happiness’ vs ‘secrets of Finnish happiness’). Readers agreeing with the World Happiness Report define Finland as an ‘almost utopia’ while readers disagreeing with the World Happiness Report, in addition to presenting a reversed image of Finland (‘almost dystopia’), further justify their distrust towards the World Happiness Report by attacking the publication, its authors and the participants (Finns). Both actors carefully construct their understanding of happiness to fit their arguments aimed at the glorification/scandalization of the World Happiness Report.