Internationalization in the Helsinki Metropolitan Area: images, discourses and metaphors

This paper investigates promotional images in the Metropolitan Area of Helsinki, focusing on the projection, outside national boundaries, of specific “ideas” concerning the cities of Helsinki, Espoo and Vantaa. After introducing the Helsinki Metropolitan Area, presenting its geographical features, urban dynamics, actual problems and actors involved in image-building, the focus of this research will be a comparison between the images proposed in promotional materials and policy documents by the various territorial units, looking at their differences, overlaps, synergies and clashes. In fact, as will be discussed, even if the images proposed by the cities consist of the same thematic fields (technology, nature, culture, etc.), they contain slightly different implicit messages, targets, representations of the cities, values, strategic orientations and approaches.