The discipline of design is constantly reshaping itself. In the case of craft, it is increasingly discussed in the realm of the economic world, although craft is normally associated with culturally orientated themes and the preservation of established craftsmanship. This article shows
how the Finnish economic press represents craft as a part of the field of design. The main questions are how the economic press describes craft and how representatives of craft contribute to the press discussion. Altogether, 102 articles concerning craft and craft practice were included in
the research materials for analysis. The classification of themes has been used as a method of data analysis. This study applies a hermeneutic approach through which the representation of craft is described and classified. Craft and design are linked to the larger social and economic context
in the pages of the economic press. Based on the interpretation of the author, it is suggested that there are three major themes that emerge from the media publicity of craft in the economic press. These are (1) local cultures, history and traditions, (2) communal and societal themes
and (3) the presentation of craftsmen's personality and practice. These are significant because the economic press tend to construct the meaning of craft in society on these socially acceptable and culturally shared meanings.
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