Cultural voyeurism

Attempts to build the Sami's reputation and overcome racist abuse from their fellow Scandinavians is an immense task, but the Sami have faced a growing problem of anti-Sami propaganda in press releases issued by an extremist section of the Sami.

The Lappalaiskulttuuri - ja perinneyhdistys r.y. (Association for Lapp Culture and Traditions) has sent the Lapin Sanomat, Lapland's largest provincial daily, Helsingin Sanomat, Finland's most-popular daily, and a national news agency messages with racist undertones that have been systematically broadcast in their name.

These extreme members of the Sami registered the group and now actively work against the cultural autonomy by eroding the identity of the Sami minority. Allegedly driven by the desire to bring disrespect to the Sami, undermine all that has been achieved and enjoy the economic benefits of abolishing the Sami culture.

Faction groups within indigenous groups are not rare with this association setting its agenda in direct opposition with the majority of Sami, while the majority of mainstream media agrees with their ideology, especially within Sweden. Methods used by the association have included public threats of civil war and violence, spreading lies and defamatory comments about the Sami nation, obstructing the Sami Parliament and demanding the publication of the Sami electoral register, which records sensitive ethnic information.

Anti-Sami literature has always been part of Sami life whether Sami or an external racist group publishes it, but one form of publication that appears on the surface to be promoting the Sami in a positive light is through brochures, leaflets and other tourism material. Sami culture has been the victim of cultural imperialism carried out by economically driven tour operators who are turning the Sami nation into a commodity.

Tourists searching for the unspoilt paradise where the natives live as they did hundreds of years ago are being attracted to the Arctic Circle to witness: "A mysterious, shamanistic people who live in a sort of teepee, transporting themselves around 'Lapland' with sledges pulled by reindeer and practising all kinds of rituals at every possible occasion."

Stereotyped for the exotic experience, ridiculed through cultural voyeurism and their lives distorted through dolls, lunchboxes and wilderness trips, which mainly happens within Finland. Finnish tourism has exploited the Sami culture more than most by taking the Arctic Circle line and inventing Sami ceremonies: "One of the most popular experiences offered is the exciting ceremony of crossing the Arctic circle, which throws light on the ancient Lappish mysticism and legends."

One of the Sami websites devoted to locating these false cultural extravaganzas, such as this, stated that 'the Arctic Circle is an arbitrary set line with no special features...neither does it have any special significance in Sami mythology or spirituality.' Tourists are being presented with a Las Vegas image of the Sami and this is damaging to the fragile cultural identity that exists at present. Many of those participating in the tourist industry are not Sami, they are emulating and exploiting a culture that is not legally recognised as indigenous or receiving any percentage of profits gained at their expense.

Tourist traps that are 'exploited for the dollar' are becoming common all over the globe; one example of this can be found on the island of Hawaii that shares similar problems with tourism as the Sami. Few natives are happy at the way their traditions have been hi-jacked with total disregard, a lifelong Hawaiian native Doug Chang explained, in a television documentary, how the tourism industry should behave: "Harmony with the culture, does not take advantage of the culture, provides for its people and promotes the preservation and continuance of the culture."