The contested terrain of sport, media & indigenous representation: a case study of sámi sport organisation in Norway

This paper examines the representation of S & aacute;mi sport in Norwegian media by applying a Nordic-informed 'critical ethnicity theory', and a media framing perspective. The study extends previous analyses that have focused on media stereotyping of Indigenous athletes to explore how the media represent S & aacute;mi sport. Drawing from a combined quantitative and qualitative analysis of Norwegian print media from 1994-2017, S & aacute;mi sport is represented as both a unique organisational phenomenon and as part of the overarching Norwegian sport context. Three main findings are revealed. First, S & aacute;mi sport has shifted from being an exotic exhibit to being framed as a potential partner for mainstream (Norwegian) sport within specific contexts, such as during an Olympic bid process. Second, there is an emerging tension between the understanding and celebration of S & aacute;mi sport as something exclusive within Norwegian society and its potential to be inclusive via organisational mergers. Third, the findings illustrate the need to recognise that S & aacute;mi culture, including sport, also spans Sweden, Finland, and Russia thus any structural reorganisation creates consequences across multiple state borders. Overall, the results indicate several co-existing, and sometimes competing and contradictory representations, all of which must consider the postcolonial conditions of the S & aacute;mi as an Indigenous people.