ABSTRACTThis paper qualitatively examines a Swedish case where a TV broadcaster takes it upon itself to confront discriminatory practices in sports by addressing issues of segregation and racism in relation to the practice of cross-country skiing in a seven-part series called Stephan, Gliding. It is argued that racism and segregation are addressed through processes of cozification of both form and content. This means that the producers use semiotic resources and strategies of narration that strip the subject matter of any threatening and confrontative components, and instead embed it within a cosy story frame that will not alienate those watching. At a denotative level, Stephan, Gliding tells the story of a beginner who takes on the challenge of skiing in the 90-kilometre cross-country ski competition The Vasa Race. On an ideological level, the programme can be read critically as the narrative of a foreigner deciding to undertake the mission of his own integration into Swedish society by ways of learning to ski. It is argued that the existence of these simultaneous, competing discourses may be a better strategy to maintain a successful “communicative relationship” with audiences than to not address the topic at all.