Modern technologies in representation and preservation of the Kola Sami ethnic culture 

Bodrova О.А., Razumova I.А. (Apatity, Russian Federation)

             page 172–178

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The paper is based on the latest comprehensive study of representations of the Sami people in Murmansk Region. The aim of the article is to describe and analyse the representations, which are considered as a product of the sociocultural practices which use specific technologies. The latter are regarded as methods and tools of practices aimed at preservation of ethnic culture, including its construction. The subject of this study is textual, visual, objective and animated forms of representations of the Sami culture, as well as interactive and other technologies for imaging and branding of Murmansk Region, preservation of cultural heritage of the Sami, and marketing of regional and ethnic products. For the first time, regional sociocultural practices of actualization and conservation of the tangible and intangible heritage have been analyzed using materials of the Kola Sami culture. The study involved ethnographic field research methods, content analysis of regional printed and network media, description of expositions of the regional ethnographic museums, Sami private collections and archives. The analysis was based on the framework of constructivism methodology of ethnic studies, actor-network theory, sociology of things and memory studies. It has been determined that museums and mass media appear as collective authors of representations. The main commissioner of the technologies of representation and preservation of ethnic and cultural heritage of the Kola Sami of Murmansk Region is the regional government, which uses public and media practices as a managerial tool for the economic and social development of the Region. In the context of development of the ethnocultural tourism, the Sami historical and cultural heritage acts as a very attractive touristic resource which requires new sociocultural technologies, such as various forms of visualization and objectification of ethnic cultural elements, museumification and commercialization of material objects, symbolization and branding of the Sami culture. Sami self-presentations dominate in modern public space and discourse since 2010. At the same time, heteroethnic presentations demonstrate sustainable linguistic modes to describe and to portray Kola Sami people. Construction of cultural models results in reformatting of the Sami ethnic culture, changes of functionality of its elements, and appearance of new ethnocultural forms.

Key words: Sami people, Kola Peninsula (Murmansk oblast), ethnic representations, visual identity, material culture, exhibiting, commemoration, branding.