Representation of Sámi culture in the Swedish-language opening segments of thetelevised Christmas calendar Snödrömmar 2024

This essay examines the representation of Sámi culture in the Swedish-language opening segments of the televised Christmas calendar Snödrömmar. This study analyses what is said and shown in each opening, using content analysis and representation theory. It also compares the Swedish-language openings with the Sámi-language version in the three instances where the first references the latter. The analysis reveals that 11 of the 24 Swedish-language openings contain constructionist representations of Sámi culture, while visual elements of the physical calender appear to represent Sámi culture in 22 of the 24 pictures. The findings highlight how Sámi culture is portrayed in a Swedish national media context, and contributes to a broader understanding of cultural representation in children's media.