Touring the magical North – Borealism and the indigenous Sámi in contemporary English

Discourses of exotic Lapland with its indigenous inhabitants, the Sámi, are widely circulated in the tourist industry and also surface in contemporary English-language children’s fantasy fiction. In contrast to the ‘self-orientalism’ of discourses of tourism, where places and people are represented as exotic to a tourist gaze, the portrayals of the North and its inhabitants gain different symbolic meanings in fictional texts produced by outsiders who rely on earlier texts – myths, fairy tales and anthropological accounts – rather than on their own lived experience of the North or indigeneity. This article applies the concept of Borealism to examine cross-cultural intertextuality and discourses of the Sámi/Lappishness in English-language children’s fantasy by four contemporary authors. The Sámi and their folklore become recontextualised in fictional texts through a Borealist gaze that associates the indigenous characters with feminist and ecocritical discourses and frames indigenous ethnicity in stereotypical ways