Heidi Hirsto

I work as associate professor in communication studies at the University of Vaasa. I am also responsible for the Multidisciplinary Master's Programme in Communication Studies.

My research interests include economic discourses; business-society relations, ethics and responsibility; financial consumption and economic citizenship.

I am currently leading a research project Shifting Investment Cultures in Digital Spaces, funded by the Academy of Finland (2021-2025)

I teach courses on discourse analysis, organizational and leadership communication, and a master's thesis seminar.

Publications in English

Hirsto, H. & Hjerppe, C. (2025). Relevance, commitment, and impact: Aspirational formulations of investing-related influencer collaborations in the context of ethical fashion. Nordic Journal of Media Studies 7(1), 57–75. https://doi.org/10.2478/njms-2025-0004

Hirsto, H., Koskela, M. & Jokipii, A. (2023). Performing financial communication as professional practice: the interplay of consensus and tension in earnings calls. Journal of Professions and Organization 10(2), 165–181. https://doi.org/10.1093/jpo/joad011

Nissi, R. & Hirsto, H. (2023). Policing language in the world of new work: the commodification of workplace communication in organizational consulting. Applied Linguistics Review. 14(4), 775–798. https://doi.org/10.1515/applirev-2021-0057.

Hirsto, H., Koskela, M. & Penttinen, K. (2022). Cooperative orientation in earnings calls. Fachsprache. Journal of Professional and Scientific Communication 44(12): 59–79.

Basque, Joëlle, Hirsto, Heidi & Wagnac, Régine (2022). Archives in CCO research: A relational view. In Joëlle Basque, Nicolas Bencherki and Timothy Kuhn (eds) The Routledge Handbook of the Communicative Constitution of Organization. Routledge. pp. 245–261. DOI: 10.4324/9781003224914-18

Jantunen, S. & Hirsto, H. (2021). Acting for Change - A Communicational Perspective to Corporate Activism. VAKKI Publications 13, 63–80. https://doi.org/10.70484/vakki.149317

Tuunanen, Yrjö & Hirsto, Heidi 2019. Narrative Frames and Framing Narratives - The role of non-journalists in narrative news discourse. VAKKI Publications 10, 11–24. https://doi.org/10.70484/vakki.149277

Moisander, Johanna K. & Hirsto, Heidi & Fahy, Kathryn M. 2016. Emotions in Institutional Work: A Discursive Perspective. Organization Studies 37(7): 963–990. https://doi.org/10.1177/0170840615613377

Hirsto, Heidi & Katila, Saija & Moisander, Johanna 2014. (Re)constructing economic citizenship in a welfare state – intersections of gender and class. Equality, Diversity and Inclusion: An International Journal 33(2): 122–139. https://doi.org/10.1108/EDI-04-2012-0036

Hirsto, Heidi 2011. Everyday discourses of the stock market: Searching for investor power and responsibility. Consumption, Markets & Culture 14(1): 57–77. https://doi.org/10.1080/10253866.2011.541176

More publications in my Google Scholar profile