Maskauksia

Maskauksia is a Finnish slang term that refers to the intellectually and culturally oriented youth in Finland. The term roughly translates to "mask culturalists" or "mask intellectuals," where "mask" connotes a sense of hidden identities or pretended sophistication. This slang expression has been used to describe individuals who claim to be Buddhists or New Age advocates but in reality, have adopted these practices as a fashionable accessory to their otherwise average or mundane lifestyles.

Historically, the term emerged in the 1990s and early 2000s in Finland's urban centers, particularly in Helsinki and other major cities. It reflects a commentary on the growth of Western, middle-class cosmopolitanism among young people, who tend to prioritize appearances, eccentricity, and an apparent commitment to Eastern spiritual or philosophical traditions as indicators of their enlightenment or superior sense of self.

The culture behind the term addresses questions of authenticity, self-deception, and the ways in which people negotiate their identities in the context of globalized cultures and national identities. Critics and proponents of the phenomenon may see it as a reflection of postmodernism, the crisis of identity, and the relentless consumerism of late capitalist societies.

Throughout the years, social media platforms have further amplified the transformation of this term into a symbol representing the Finns mosaic of interests, living styles and aspirations, thus influencing research topics on consumer behavior, cultural capital and neoliberalism in Finnish society.