Contemporary Dynamics of Sámi Media in the Nordic States

Abstract

Although one people, the Sámi live in four different countries with different laws and regulations. The Sámi media landscape is thus shaped by four different political and economic frameworks, creating unique nationally defined environments. Simultaneously, the Sámi people are internally diverse, both in terms of language and identity. The media professionals within Sámi media need to navigate in an environment where there are several indigenous and majority languages, which raises questions about the fragmentation of potential audiences, and also about the role of the Sámi media in sustaining or undermining particular Sámi languages. Drawing upon recent interviews (2012) with Sámi media professionals, this article seeks to provide insight into the development of an expanding indigenous media infrastructure within the Nordic states and the homelands of Sápmi. It points particularly to the centrality of the national public service broadcast system in providing the political and infrastructural context for this development. The different political settlements between national governments and their Sámi populations significantly shape the wider political will that has framed this process. At the same time, while seeking to shed some light on the diverse Sámi media environment, this article also provides some insight into the professional and personal identities of the individuals working within the Sámi media world. The synergy between the wider media environment and the personal and professional endeavours of Sámi media professionals is central to the future development of the Sámi media environment of Sápmi.