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Research projects

Sámi for sale: multimodal commodification of indigenousness

About this project

Project information

Project status

In progress 2019 - 2023


Gustav Westberg

Research subject

Research environments

This projects explores how notions about indigenous groups are capitalized on for commercial purposes. By studying how ideas about Sámi culture (the only officially recognized indigenous people in the European Union) are recontextualized in commercial settings - e.g. in the branding of clothes, tourism experiences, food and artifacts - the project sheds light on the discursive processes involved when indigenous groups and minority cultures are transformed into symbolic and economic assets on global markets. How are ideas about the Sámi culture reinvented to attract and seduce consumers and tourists? What linguistic, visual and material recourses are employed to do so? In what ways are contemporary commodification of the Sámi related to historical practices of colonialism and exotification?


Research groups

Research funding bodies

  • Örebro University


  • Arlene Archer, Kapstadens universitet
  • Karin Idevall Hagren, Stockholms universitet