Exposing white Finnish privilege #45: Do blondes have more fun?

by , under Enrique Tessieri

In the 1960s, there was a brand that dyed your hair blonde and asked if blondes have more fun? 

Considering all the sexual harassment charges going on these days that have exposed a pressing social issue, being blonde could be hell for a woman.

Sexist Lady Clairol alleges that blondes have more fun.

In Finland in 2017, blonde, blue-eyed women are used in ads to personify racial purity. One Islamophobe, who indulges in racism and bigotry, Laura Huhtasaari, embodies white Finland to the point of ad nauseam.

Why is she obnoxious?

Apart from her racism, whiteness for Huhtasaari is all about power and privilege. Her image and persona constantly remind us which ethnic group calls the shots in this country.

The ideal blonde in Finland appears in a Finnair ad.

Laura Huhtasaari, the “extreme-blonde-white” Perussuomalaiset* party presidential candidate.

White Finnish privilege #45

An EU-MIDIS II report published on Sunday reinforced what we have known all along in Finland that people of Sub-Sharan Africa and their descendants suffer from discrimination and social exclusion. The Non-Discrimination Ombudsman, Kirsi Pimiä, was quoted as saying that Finland is one of the most prejudiced countries in Europe.

In this backdrop, where racism and discrimination have grown in recent years, being blonde and idealizing whiteness has a double meaning. For one, whiteness is used to feed a strong sense of “us” at the cost of oppressing and excluding “them.” Thus “us” is “beautiful” while “them” isn’t.

For me, as a non-white Finn, the images of clean blonde women in ads and Islamophobic politicians masquerading as white goddesses raise a lot of questions. One of these is why are they excluding me?

Whenever ethnic background and power join hands to oppress other groups, there is nothing beautiful or innocent about it.

See also:

After the Perussuomalaiset (PS) party imploded on June 13 into two factions, the PS and New Alternative, which is now called Blue Reform. Despite the name changes, we believe that it is the same party in different clothing. Both factions are hostile to cultural diversity. One is more open about it while the other is more diplomatic.

A direct translation of Perussuomalaiset in English would be something like “basic” or “fundamental Finn.” Official translations of the Finnish name of the party, such as Finns Party or True Finns, promote in our opinion nativist nationalism and racism. We, therefore, at Migrant Tales prefer to use in our postings the Finnish name of the party once and after that the acronym PS.