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In this study we have explored how Norrland and ”norrlandians” are portrayed in national public service news media. The method we have used is the qualitative textual analysis ECA (Ethnographic Content Analysis). This study has analysed Rapport’s cover of Northland’s mine in Kaunisvaara in Pajala, Norrbotten. Two main theories have been the focal point of this study: internal orientalism and news values. Our premise has been that ”norrlandians” and Norrland are subjected to stereotypical portrayals, and that these stereotypes are reproduced by the national news media. According to previous studies, this is the case in commercial national news media. Hence, this study has focused on wether this is also the case in national public service news media. To be able to map out if stereotypes are reproduced, we have applied four analytical themes, based on previous studies on stereotypes of ”norrlandians” and Norrland, on our material. These themes are: interpretative prerogative, how are ”norrlandians” portrayed?, how are other actors portrayed?, how is Pajala municipality portrayed? The main result of this study shows that some stereotypes of ”norrlandians” are reproduced, mainly that ”norrlandians” are passive, dependant on others and lack influence. The result also shows that some stereotypes are not reproduced, mainly the notion that Norrland is a place dominated by males.