Sunneva Sjögren takes a firm stance on the commenting culture.
Sunneva Sjögren leads the Miss Finland competition. Jussi Eskola
Sunneva Sjögren, managing director of the Miss Finland competition, takes in public in his Facebook update contribution to social media’s commenting culture.
– What is wrong with us adults? Sjögren begins his publication.
The now 52-year-old Sjögren says that for 15 years, through her work, she has followed the commentary around Miss Finland. He has noticed that the nastiest and most critical comments often come from adults, women and men over 50.
– I can’t help but wonder what makes a person write badly about another person. It is often said as a justification that “if you enter a beauty contest, you have to endure judging.” But no, no one is obliged to endure malice, says Sjögren.
Sjögren states that constructive feedback is different from offensive comments. In his opinion, ugly commenting always says more about the commenter than the target.
– You can’t buy the culture of the heart, but you can always learn manners, Sjögren’s line.
According to Sjögren, it’s especially sad to see how some Finns bark at their own representative in the world.
– When Finland participates in international competitions, we should be proud and encouraging, not belittling.
Sjögren also opens the More than Beauty Academy training for those participating in the Miss Finland competition, where the miss candidates learn deeply about their own values, the importance of positive communication, strengthening self-confidence, confidence and personal branding. Sjögren states that the miss candidates also do large-scale charity projects and act as inspiring role models for many of their followers.
– Every miss is beautiful, both inside and out, Sjögren says.
Sarah Dzafce was crowned Miss Finland 2025. Timur Yilmaz
Sjögren hopes that people would stop and think about what kind of example they are setting for the younger generations.
– Let’s be the nation that lifts each other up, Sjögren concludes.
Selected as Miss Finland at the beginning of September Sarah Dzafce22, is currently representing Finland in the Miss Universe competition in Thailand.
Dzafce’s selection as Miss Finland garnered not only positive comments but also a different kind of voice. Some think that Miss Finland should not be of foreign background.
Dzafce himself commented on the topic to Iltalehti after his coronation.
– They can have their own opinion and think about whether a multicultural person is suitable to represent Finland, but I am Miss Finland 2025 and my mother is from Finland and my father is from Kosovo. I have nothing else to say to that, Dzafce said.
The final of the Miss Universe competition will take place on November 21 in Bangkok.