Sammendrag
This article is an exploration of Sami neo-shamanism. It highlights values of vital importance in neo-shamans' self-development and their marketing of shamanistic products and services. The article discusses how the creation of Sami neo-shamanistic traditions undermines the picture of the United States as a core area for the new-religious market and represents something new in a local context, but also within the global new-religious movement. The article concludes with a comment about the criticism shamans in many contexts have been met with from researchers and media.
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