Indigenous rights, social media and protest movements in Sápmi

Following the rush to minerals that would enable the shift towards green economies, the Sámi homeland is quickly becoming a crucible for the rising tensions surrounding the potential for new mining projects and large-scale infrastructure projects. The roots of these conflicts date back to the colonization of the north and continue in the present with the ongoing fight to maintain the Sámi heritage, language and culture, and increasingly to gain ownership of their lands. What initially began as activism within the legal system has, on occasions, transformed into outright protests. Social media increasingly plays a key role in disseminating the message of Indigenous protest among the protesters themselves and feeding into the national and international mainstream media. This shift occurs simultaneously with the construction of a dual narrative, constituted of both land-use protest and intensified demands for Indigenous rights, including, first and foremost, the right to self-determination. Drawing from Social media theory literature and the concepts of political opportunity structures (POS) and legal opportunity structures (LOS), this study argues that social media is one of the most essential tools used by Sámi activists to raise awareness about issue-based protests as well as to communicate demands for the right to self-determination when legal and political opportunity structures are not enough to support the cause. The power of social media lies in its accessibility, immediacy and visuality, which is illustrated in the article via specific examples of mining and railway construction protests in Finland and Sweden. Social media does not replace older tools, such as international human rights litigation, but their use can complement existing strategies for defending and advancing Indigenous rights.