Purpose

The study aims to explore the concept of the indigenous and how Greenlandic and Sámi indigeneities is expressed, made sense of and contested within a Nordic context by using the Eurovision Song Contest as a branding platform.

Design/methodology/approach

Initiating with an introduction of the historical and political contexts of Sámi and Greenlandic Inuit indigeneity, the study compares lyrics, stage performances and artefacts of two Sámi and Greenlandic contributions into the European Song Contest. This is used to discuss the situated ways in which indigenous identity and culture are branded.

Findings

The study shows how seemingly “similar” indigenous identity positions take on very different expressions and meanings as Arctic, indigenous and global identity discourses manifest themselves and intertwine in a Greenlandic and Sámi context. This indicates, as we discuss, that indigeneity in a Nordic context is tightly connected to historical and political specificities.

Research limitations/implications

The study argues against a “one size fits all” approach to defining the indigenous and even more so attempts to “pinning down” universal indigenous issues or challenges.

Practical implications

The study highlights how decisions on whether or how to use the indigenous in place or destination branding processes should always be sensitive to its historical and political contexts.

Originality/value

By focusing on the most prevalent European indigenous groups, the Sámi from the Northern parts of Norway and Greenlandic Inuit, rather than existing nation states, this study expands on current research on Eurovision and nation branding. By exploring the role of the indigenous in place branding, this study also contributes to the existing place branding literature, which overwhelmingly relates to the branding of whole nations or to specific places within nations, such as capital cities.

中文翻译：

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品牌北欧土著

目的

该研究旨在通过使用欧洲歌唱大赛作为品牌平台，探索原住民的概念以及格陵兰和萨米原住民如何在北欧环境中表达、理解和竞争。

设计/方法/方法

该研究首先介绍了萨米人和格陵兰因纽特人的历史和政治背景，比较了两个萨米人和格陵兰人对欧洲歌曲大赛的贡献的歌词、舞台表演和人工制品。这用于讨论为土著身份和文化打上烙印的情境方式。

发现

该研究表明，随着北极、土著和全球身份话语在格陵兰语和萨米语中相互交织，看似“相似”的土著身份立场如何呈现出截然不同的表达方式和含义。正如我们所讨论的，这表明北欧环境中的土著与历史和政治特性密切相关。

研究限制/影响

该研究反对采用“一刀切”的方法来定义土著，甚至反对“确定”普遍的土著问题或挑战的尝试。

实际影响

该研究强调了关于是否或如何使用土著就地或目的地品牌过程的决定应始终对其历史和政治背景敏感。

原创性/价值

通过关注最流行的欧洲土著群体，挪威北部的萨米人和格陵兰因纽特人，而不是现有的民族国家，本研究扩展了当前对欧洲电视网和民族品牌的研究。通过探索土著在地方品牌建设中的作用，本研究也有助于现有的地方品牌建设文献，这些文献主要涉及整个国家的品牌建设或国家内部的特定地方，如首都。