Introduction: own culture to exploit the local cultures of


people carry the culture from the past time from the ancestors of any region.
Now a days most of them are getting modernized and some are kept away to follow
their own culture to exploit the local cultures of the region. Some indigenous
tribes are following the culture, own living life styles in the society. Now in
this paper I am going to present about indigenous people significant role in
the society and how they are being represented in media and commercial context
of tourism and entertainment industries.

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people are represented in Media:

Media, is an impersonal channel allowing a large
diffusion and collect information’s, and it, whatever the medium: radio, books,
press, television.

groups are represented in the media. Media that can include news and magazine,
novels, radio broadcasts, television and films, brochure.

the stories are used to share the information and knowledge. Storytelling is
significant role in indigenous cultures. Storytelling in indigenous culture
was, and continues to be, a way to resist losing elements of their culture such
as language, history and cosmology to assimilation (Iseke, 2013.) Indigenous
storytelling can also be seen as an act of decolonization and resistance (Sium
and Ritskes, 2013.)

indigenous people issues are covered in media. For example, in New Zealand, the
tribe called Maori. The Maori people they created their own Maori Television(Channel).
In the television, they cover news and programmes, daily based shows. The aim
is to protect their language, the language is called “taonga”. In Maori culture
important is cultural protection, cultural understanding (Worley, 2009). To
protect the Maori people language their programmes and shows are spoken in
taonga language, in Maori television the shows “Kairakau” this can telecast in
Maori language. They have language show in Maori television called “Korero
Mai.” In Maori language programme, they share their stories and own experiences.
It also keeps the Maori language and culture in the mainstream media. The modern
Maori people and creating content that 8 continues to showcase the culture and
community. By participating in storytelling and sharing their personal stories (cultural,
historical). The Maori indigenous people perspective can also make great
contributions works in the media, though the tv shows and films newspapers,

people participation in the media can help and cover indigenous issues,
problems. Indigenous films useful when bringing cultural and communication
styles to audiences. In the television through the story telling it can help to
indigenous people and non-indigenous people to know the issues and problems of

indigenous people are covered in media is a factor in growing cultural
awareness. An awareness of indigenous culture in an educational setting is also
important. To expanding the schools to cover indigenous history, culture and language.
The events can help many journalists and media producers create a foundation
for creating stories with indigenous people and indigenous issues (Pierro,

indigenous people are participating in media and also self-participating in
media production. In indigenous television, people who are working in media as
a reporters and media producers they need more education. When increasing
indigenous representation in the media it can help to non-indigenous people
awareness of the indigenous experience by using personal stories, in the Maori
television, the real and modern Maori people issues can have covered by story.


people are represented in Tourism:

is the world’s largest growing industry and can generate a large amount of
revenue. Worldwide, international tourist arrivals in different counties in
large scale.

tourism is an expansive tourism industry. The Sami people living in northern Europe
(Norway, Finland, Sweden) and some part of northern Russia also. In tourism, the
Sami people they do reindeer herding. Sami tourism can offer different field of
job opportunities in tourism industry, through the jobs they share cultural
information and experiences of indigenous Sami. The Sami tourism may harm the
indigenous culture and indigenous environment.

indigenous Sami residents are preferred to live in the coast, the coast side Sami
people they are called as Sea Sami. The traditional Sami people can be found in
inland part. The Sami culture attracts an increasing number of visitors.

indigenous tourism development based on the Sami. Sami culture has a different
history and different conditions in the Norway, Finland, Sweden and Northern
Russia. The Sami language, traditions, culture and relations to the non-Sami
population affect the tourism development. Sami tribe, they have their own Sami
Parliament in Karasjok (Finnmark). In recent years the Norwegian Sami put efforts
to develop sustainable Sami tourism. In Finland Sami and non-Sami criticised
ventures in Sami tourism. In Finland Sami ceremonies have been invented and
marketed for tourists. (Gustavsen 1998, Viken 1997a). The small group of Sami
living in Russia, on the Kola Peninsula, have hardly been involved in tourism
activities at all (Lyngnes & Viken 1998).

Sami in Sweden they are also involved in reindeer herding, and are members of
the Sami communities. Most of the tourists have visited the Swedish Sami. The tourists
visited the Sami camps and Sami traditional places in Sweden. In some places
tourists visited Sami Lavvu, inside the Lavvu they serve the food and hot
drinks. Sometimes tourists can sleep inside the Lavvu. Tourists in the north of
Sweden valued the Sami men for their skill as guides (Nilsson 1999, Tottie


Sami tourist attractions have unchanged in past years ago, but some changes in Sami
society. The changes in lifestyle and the changes in reindeer herding. Despite
these changes, the changes can promote to in the way of traditional Sami. The Sami
indigenous have nature knowledge, environment development, agriculture farming
and animal herding.

Sami to start tourism enterprises. The Sami people are interested to invest in indigenous
tourism, the indigenous tourism industry is expensive and there is also a large-scale
demand for Sami tourism. Large number of tourists increasing to visit Sapmi,
and they are all based on Sami culture and heritage. In Sapmi there is different
type of activities attracting the tourists.     

a monument that shows culture of Sami people in a very artistic way with a temperature
gauge is a possible landmark in Karasjok. Tourist can take a selfie, snapchat,
this is very good social media marketing. Indigenous Sami they are in a place
with very rich Sami culture and history. It can become part of the story that
they can be used for marketing tourism products. They are offering authentic
experience of Sami culture.

Sami tourist attractions into different categories. The Sami people can create
authentic and unique experiences, where the visitors can find genuine products.
Sami tourism entrepreneurs market experiences. In tourism industry Sami people,
normally every day they try to adjustments for tourists.

mountain region, the Swedish Sami live, the landscapes are significant role in
tourism. Many of the tourist attractions in Sapmi take place outdoors, or in
the indigenous habitat as Smith (1996) prefers to call it. The reindeer is
symbol of Sami culture, they do reindeer sledding activity with reindeers.  

Sami handicraft is such an important part of Sami tourism. The making of the
handicraft and the places in which it is sold can be considered as tourist
attractions. In Sami tourism, the arts and paints are very important. The paints
and arts can show the information about Sami culture and tradition. With the
help of storytelling tourists can easily understand about the Sapmi. Normally the
Sami people can sell the tourism products, but non-Sami people can also sell
the products or destinations.

of the Swedish town maintained the strongest Sami profile. The local markets in
winter time looks like a festival. The winter market is a large and famous attraction
of Sami.


example, Sapmi park in Karasjok, Norway. It represents the Sami culture and
traditions in tourism industry.  

Park presents the Sami culture and history in an enthralling, informative and

way. We have something to offer everyone, whether you are at a conference, a

or just on holiday.

cultural park lies in the centre of Karasjok, a Sami town of 3000 people.

its recognized Sami institutions and thriving Sami culture, is the ‘capital’ of
the Sami

in Norway. Karasjok is a bilingual municipality where 90 % of the population

There are about 60000 reindeer grazing in the area throughout the autumn and






























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