– Reindeer Husbandry is the big loser in the Norwegian media, said Nils Henrik Sara, the leader of the Association of Norwegian Sámi Reindeer Herders (NRL), at a media seminar that was held in Kautokeino Saturday 14th of November.
Sara says reindeer husbandry not been able to reach out with their opinions or what they want with their industry. Sara also says it is generally only those who want to criticize the industry who come to speak and that they mostly have negative things to say about the industry.

The seminar organizers had invited leaders of reindeer herding districts, media people and other interested parties to the seminar.

- It should not be too long before we have a person who has the responsibility to talk about reindeer husbandry in the media, says Sara. The person shall also follow what is otherwise happening in society so that the reindeer husbandry is able to respond to them and explain the industry’s views in the media.

Teacher of the journalism at the Sámi University College in Kautokeino and former editor of the Sámi newspaper Min Áigi, Ann-Irene Buljo, said  ”Media Research shows exactly what Nils Henrik Sara claims, namely that many cases that deal with reindeer husbandry lack balance.

- That what comes out is often very simplified and one-sided, said Buljo.

From victim to the monster

Johan Ailo Kalstad on a daily basis works as an adviser at Statkraft and has a great interest in what happens in the media.

In his lecture he explained that in for example film and media are different roles that must be present before it can be a good story of it. Reindeer herding has also traditionally had a special role in the Norwegian media.

- Reindeer Husbandry has over the time had a kind of victim role. A poor thing that others can crush on and who can not defend itself, but need help from others, explains Kalstad.

According to Kalstad reindeer husbandry has in the recent past more and more become a victim of demonization in the media.

- What we have seen recently is that reindeer herding more and more has been put into what we call a “Monster-role”. That means that they have become something that only want to hurt society, have much power, but that does not care about others who are affected by the industry’s interests.

Source: www.nrk.no

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