During the 1980s the Latin American indigenous people have made successful advancements to protect their rights as human beings by strategic framing, the Sami on the other hand has not made the same progress. The gap in the literature is that scientific papers concerning the Sami are very few, to my knowledge, none of the scientific papers cover framing at all in their content. The gap is then, framing related to Sami activity. My aim of this thesis is to analyze the kinds of arguments and “frames” a Sami organization uses to argue for Sami rights. Three successful frames that are in use by other indigenous organizations around the world are used to categorize the frames that the Sami Council is using. The data that has been gathered are from the Sami Council, I will look for frames that the Sami Council are using by the method known as core frame task. What I found out was that the Sami do use Discrimination frame and Cultural identity frame to a large extent which other successful indigenous organizations also uses, and thus the Sami should be as successful as the Latin American indigenous people. The findings of Sami Council frames will be of help for other scholars to find out what the real cause of the Sami´s slow progress towards self-determination.