Abstract Saami media are an important, if not invaluable, part of Saami society recognized as both a right and a service to the Saami people. In fact, the role of media and media outlets has often been referenced as a manifestation of self determination. However, whereas other Indigenous and ethnic minority media often seek clear financial independence from the state, my research shows that the Saami have a more nuanced and complicated approach. Based primarily on 25 in-depth interviews with Saami journalists, journalism educators and others who have been involved with communication I shed light on the evolving, robust and at times contested understandings of self determination as articulated, justified and practiced by Saami media makers. I argue that by not conflating self-determination with financial independence, Saami media practitioners are engaged in an evolving understanding and practice of media and self determination