StudentShare solutions
Triangle menu

The stereotyping of Native Americans - Essay Example

Not dowloaded yet

Extract of sample
The stereotyping of Native Americans

Following an overview of the commercialisation of the American Indian image, two case studies of corporate/brand use, of the American Indian image shall be analysed.
The commercialisation of the Native American image, or figure, is both pervasive and expansive in scope, embracing all of the noble savage and the "mystical environmentalists or uneducated, alcoholic bingo-players confined to reservations'' (Mihesuah, 1996, p. 9). All one need to conform the validity of the aforementioned assertion is visit their nearest grocery and attempt to quantify the sheer number of products, ice cream, alcohol, cigarettes, canned vegetables, baking powder, honey and butter, to name but a few, on which the image of the American Indian is emblazoned. ...
nticised conceptualisation of a world gone by that not only will consumers be attracted to the brand in question but they will associate it wit organic wholeness and strength/durability, among others, and the company in question with environmentalism and corporate social responsibility. Hence, Jeep Cherokee adopts the Washington Redskin logo as a means of communicating durability and the capacity to traverse harsh terrains unscathed, while Land O'Lakes butter and (family) food products display the image of an Indian princess as a means of communicating both organic wholeness and purity.
There is little doubt that, within the context of product branding and corporate positioning, the use of the American Indian image does not, in the greater majority of cases constitute negative stereotyping but, it is stereotyping nonetheless. It involves, as Goings (1994) contends in his study on the use of ethnic and racial images in advertising, the reinforcement and popularisation of racial and ethnic stereotypes, effectively constraining the ability of most to see, or try to understand members of these groups beyond the meaning inherent in popular commercial images and, importantly, commercialises and objectifies members of these groups.
These images, many of which date back decades, are the outcome of a "less enlightened time" as Graham (1993, p. 35) insists but hey have effectively served to ensure the persistency of lack of enlightenment.' As these images traversed the decades, they ensured that the commercialisation and objectification of the Native American become a part of popular culture. They have ensured that brand, product and corporate representations of the Native American become the lens through which popular culture sees, interprets and understands the Native ...Show more

Summary

Popular perceptions of what it means to be Indian, or Native American, has been shaped and reinforced by a variety of strategies, some of which have relied on the written word and others on imagery. Commerce, as the stereotyping of the other through corporate logos, brand images and advertising, has functioned as an important purveyor of American Indian stereotypes…
Author : qmurray
The stereotyping of Native Americans essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The stereotyping of Native Americans"
with a personal 20% discount.
Grab the best paper

Related Essays

Native Americans
Larsen explores the engagement of Southeast Spanish missions in La Florida, identifying the cultural and traditional diet and work habits of the natives prior to the settlement of Europeans. Larsen capitalizes on the recent development and advancement of bio-archeology to present his arguments concerning health deterioration of the natives.
5 pages (1250 words) Essay
Native Americans
American Indians for instance who are one of the largest communities of native Americans have struggled with to gain recognition from first the European authorities and later on the American Government. When the Europeans came to America, they immediately took over the land belonging to natives and either colonized them or forced them to vacate to other places.
3 pages (750 words) Essay
Native Americans
Although belief systems vary widely between tribes and depend on geographic area, in general, Native American rituals promote preserving of horticulture; Indian customs teach interconnectedness of all things on the planet, close relationship between God (Creator), nature, and a fellow man.
3 pages (750 words) Essay
The stereotyping of Native Americans within commerce
Indeed, close to eight decades ago, Larson (1937) remarked on the phenomenon of the stereotyping of Native Americans through corporate logos, brand images and hence, advertisements. As
8 pages (2000 words) Essay
Native American stereotypes in childrens books
portray Native Americans positively but only portray stereotypes of the “savage noble” is just as damaging to the perception of youth who read these books as those who read books depicting “dangerous savages.” It is interesting to consider the case of the Little House
4 pages (1000 words) Essay
Native Americans
The history of the Native Americans is not only intriguing, but it is also in many ways tragic. Studies indicate that during the ice age, the Native Americans had traveled across the Bering Sound from
5 pages (1250 words) Essay
Native Americans' music
The song text in Native American music is inclusive of both public and secret pieces. The secret song pieces have been used for sacred purposes and ceremonies alone and have been claimed to be both ancient and unchanging.
8 pages (2000 words) Essay
Native Americans
The ideologies led to the audience believing that the Native American’s were foreigners in the country and had ways which did not relate to the other ways of living. In the movie, “A Man Called Horse,” produced in 1970,
6 pages (1500 words) Essay
Exploiting the Native Americans
ides the English, the French and the Dutch shared a common goal of establishing colonies in the land primarily inhabited by indigenous people whose way of living significantly differed from the lifestyle and economy of the people of Europe. To learn the means to disrupt the
1 pages (250 words) Essay
Cultural Analysis Native Americans
However the Native Americans have their culture which distinguishes them from outsiders. The multi-ethnic culture was formed after the civil war due to the combination of forces to form a comrade that would fight for independence.
2 pages (500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation