This paper explores the Finnish street patrolling group Soldiers of Odin (SoO), which has during the past two years grown into an international phenomenon and now has its chapters in more than 20 countries, and is present with local groups in almost 30 cities in Finland. The paper first quantifies the growth of the SoO and analyzes the reasons for their success and also for their relative downfall after first 6 months of their appearance. The second part of the paper will focus more closely on the ideological roots of the SoO and their relations to other groups as well as to some similar earlier initiatives taken in Finland, and discusses the movement with insights from social movement analysis. Analysis combines quantitative and qualitative approaches drawing both from data produced by online observation and interviews, and will triangulate these findings with information presented within media. Also visual material drawn from social media will be used to illustrate some central theses they promote, contradicting to some extent the message they promote verbally. The role of the social media as their main channel of recruitment and communication will be also assessed in order to enlighten who they will appeal to and how their relationship with the media and authorities has appeared and developed.
