| Summary: | In the present study, I examine what is the role and the value of artificial snow in today’s Arctic ski resorts. As we talk about snow in a ski resort, the connection between snow and sports is obvious. However, to market the ski resort’s facilities to sports enthusiasts and casual tourists snow has to become something else than just the white cold material in a fractal form. Snow ought to be associated, for example, with desired performances or pleasurable amusements in order to be attractive for consumers. In this context, language is a social practice and process which is under a constant negotiation as well as taken for granted. Thus, the concept discourse is used in this study. Language is similarly a resource which is utilized in the discursive work to describe snow as an opportunity for sports related action instead of treating it as a plain element of nature. Consequently, I approach artificial snow from a discursive point of view by asking: What are the main sports-related discourses framing the artificial snow production and grooming? What kind of an impact do these discourses have to the ski resort area? Methodologically and theoretically, the present study is built upon discourse studies and critical ethnography. I will argue in the paper that the artificial snow production and the discourses framing it in an Arctic ski resort have facilitated the change from a traditional Lappish winter ski resort to an international crossover Alp resort with a long season. During this change, the original meanings of Alp and alpine are replaced with local meanings to serve the distinct development of the Lappish ski resort area. Similarly, this development, in which artificial snow has turned into a profitable product for customers, has influenced the structures of the ski resort municipality. peerReviewed
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