ABSTRACT
This chapter focuses on one of the most controversial issues in modem Sami political discourse, that of identity construction and the roles that Sami and Norwegian media take in these processes. In 2000, not only the political but also the cultural situation for the Sami minority is improving. The Sami languages are regaining some of their position, both formally and informally. Consequently, language provides the origins of community and consensus, as well as cultural cleavages and conflicts in Sami society. The audience of Norwegian Broadcasting Corporation (NRK) Sarni Radio is, ideally, the entire Sami population in Norway. The co-operation with Sand Radio stations in Sweden and Finland makes many of the programmes available to the Sami population across the national borders in Sapmi, too. The newspapers have a similar objective concerning their audiences, but since their geographical coverage does not extend far outside their local communities, the potential readership is constrained.
