The Rise of Money-Centric Reality Shows in Finland
An Insight into the World of Finance
“There is only one religion in the world that all other religions worship, and that is money.”
A striking quote from Yle’s documentary series Investors, which follows four young adults interested in investing. One has taken out a ten-thousand-euro consumer loan to invest in cryptocurrency, another is enthusiastic about flipping houses, a third invests in start-up companies and aims to transform himself into a successful brand.
The fourth protagonist, Vili Värtinen, 24, has achieved the coveted status of financial independence through cryptocurrency trading, working in a watch shop to bring routines into his life.
Questions have also been raised about Värtinen’s wealth and tax payments in an article published by Ilta-Sanomat in October.
In the documentary series, the protagonists speak passionately and enthusiastically about making money and the future profits that lie ahead. Money is a key measure of success and achievement.
The portrayal in the show, according to Värtinen, is quite different from what he imagined.
“I was told I would inspire young people and talk about my topics.”
Värtinen’s topics are long-term investing, steady capital accumulation, and saving. However, these are not heavily featured in the series.
“It focused more on money and the flex culture. They wanted to show fancy cars, lots of money, watches. Of course, it’s more media sexy, I understand that.”
However, Värtinen has no regrets about participating in the program.
“Ninety percent of the feedback has been positive,” he says.
He has been praised for his courage and for giving a voice to the younger generation.
The atmosphere was much more negative a couple of years ago when Värtinen appeared on the reality show Deal.
The Proliferation of Money-Centric Reality Shows
Investors is not the only money-focused series currently airing. Several others have emerged recently.
For example, there is Rich and Poor, where people from different income brackets swap lives for a week, and Money Makeover, which helps those in financial trouble manage their finances. These shows are based on foreign formats and represent traditional reality entertainment.
Värtinen also has experience with Rich and Poor, in which he participated in the latest season.
Vili Värtinen appears in the fifth season of the Rich and Poor series broadcasted by Nelonen.
The Societal Shift Towards Money-Oriented Narratives
According to Laura Tarkiainen, a research fellow at Tampere University, the sudden influx of money-centric shows is not coincidental. She believes that similar acquisitions were not previously desired because they were considered culturally implausible. It was thought that Finland did not have income inequalities or a class-based society.
Something has changed.
The increasing prevalence of money-focused shows reflects a societal transition, according to Tarkiainen. They mirror the intensifying economic discourse that permeates the entire Finnish society.
Understanding the Conversation around Money
But what exactly are these shows talking about when they discuss money?
According to Tarkiainen, in all the aforementioned shows, money is presented as a skill: how money should be handled and how it is made.
Rich and Poor and Money Makeover bring their own touch to the scripted reality format. Countless shows have renovated homes, bodies, food relationships, or style. Now, the avenue of transformation is through financial relationships.
Tarkiainen sees a strong moral pedagogy behind this.
“It is believed that people living in poverty are the ones who should be guided.”
At the same time, poverty appears as a highly undesirable phenomenon.
“This justifies monitoring and motivating the poor. The programs often feature entrepreneurial role model poor people who seek change and access to a better life through money and consumerism.”
Investors on TV2, Rich and Poor and Money Makeover on Nelonen.
Helsingin Sanomat and the Rich and Poor and Money Makeover programs aired on Nelonen are part of the Sanoma Group.