Shamanism in Secular Arenas
Oxford Scholarship Online March 22, 2018 Peer reviewed DOI: 10.1093/oso/9780190678821.003.0007
Summary
The shaman figure resonates strongly with modern needs across cultural areas beyond religion. Through the case of spiritual entrepreneur Esther Utsi, the article shows how Sámi shamanism has spawned hybrid products that serve tourism, entertainment, and regional development, appealing to diverse audiences.
Study at a glance
| Design | case study |
|---|---|
| Key finding | Sámi shamanism has been adapted into hybrid commercial products that cater to tourism, entertainment, and regional development. |
Abstract
The figure of the shaman seems to fit exceptionally well into contemporary structures of needs and motivations in different cultural areas beyond the religious-spiritual field. By exploring the stories and images that are the focus of the spiritual entrepreneur Esther Utsi, I elaborate how, in the wake of Sámi shamanism, a variety of hybrid products have been established, catering for broader audiences and for a variety of needs, including tourism, entertainment, and regional development.