The data consist of 15 face-to-face interviews studying the thoughts of Finnish elite power brokers on the media and its influence on their work. The example case in these interviews was the creation of an Innovation University (subsequently called the Aalto University) in Finland by merging three existing universities. Questions covered what kind of impact media publicity had had on planning and decision-making regarding the Innovation University, the relationship between the media and the interviewees' organisation, and how the organisation used and kept in contact with the media. Views were also probed on the power of the media and mediatization. The interviewees were political decision-makers, and representatives of administration, research community, voluntary organisations and business life.

The interviews were part of the research project "Media as a holder and a vehicle of power" conducted by the Department of Journalism and Mass Communication at the University of Tampere. For other datasets originating from the project, see FSD2576, FSD2505 and FSD2504.