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The Touristic Construction of the "Emblematic" Sámi 1

This article examines the representations of Sámi culture in tourism. It is argued that Sámi culture is displayed in an "emblematic" form that promotes an idea of the Sámi as traditional and radically different from modern Norwegian culture. This touristic way of exhibiting culture is also found in other fields than tourism, and is in danger of reinforcing clear-cut ethnic boundaries in an area that should rather be understood by concepts such as hybridity. Finally, it is discussed how this touristic way of representing indigenous culture proceeds from a reasoning also found in political discourse.