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Fighting Colonialism with Hegemonic Culture

Native American Appropriation of Indian Stereotypes

Maureen Trudelle Schwarz

Publication Year: 2013

Explores how American Indian businesses and organizations are taking on images that were designed to oppress them.

Published by: State University of New York Press


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pp. C-C

Title Page, Copyright

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pp. i-vi


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pp. vii-viii


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pp. ix-x


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pp. xi-xii

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pp. 1-14

For generations, images of Indians have been commonplace in American society. So much so that over time they have taken on the form of what Jean Baudrillard termed hyperreality—a world of self-referential signs that are very much a part of everyday life, which are infinitely reproducible and said to substitute for a “real” or “original” that does not now exist and perhaps never existed.1 As important as such ...

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Chapter 1 AIM

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pp. 15-44

As revealed by Russell Means’s recollection of the first time he met American Indian Movement (AIM) members,1 Western notions of cultural identity privilege exotic body images as an index of authenticity. 2 Although to date it remains a previously unexamined topic, like Amazonian Indians who adorned themselves in Native costume when they partnered up with environmentalists and nongovernmental...

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Chapter 2 Twentieth-Century Contest over Native American Spirituality

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pp. 45-80

Some Native Americans have, through the decades, themselves participated in the production of Indianness as performers in Wild West shows, theatrical productions, medicine shows, or circuses that toured the United States and Europe as well as in the burgeoning film industry. 3 Those who performed in traveling shows left only fragmentary records of their motivations for participation, which included, but...

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Chapter 3 American Indian Express and Protests of Immorality

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pp. 81-104

This T-shirt produced by RezDog Clothing, Inc. in 1998, represents classic brand subversion, a form of social commentary popular since the 1970s in the United States. Keith DeHaas, a member of the Standing Rock (Dakota and Lakota) community who owns the company and designs the shirts for which it is best known, points out that his products are created with Native American clients in mind. It is they...

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Chapter 4 Marketing Health and Tradition

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pp. 105-132

More than a quarter century ago, Red Corn Native Foods (Pawhuska, Oklahoma) began manufacturing and marketing Ha-pah-shu-tse frybread mix. More recently, Little Chief Specialty Foods (Spearfish, South Dakota) and the Wooden Knife Company (Interior, South Dakota), began offering their own versions. In each case, companies rely on personalized accounts of recipe origins to convince customers ...

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Chapter 5 Marketing Spirituality and Environmental Values

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pp. 133-156

Due to the very nature of their product, it is incumbent on bottled water companies to concern themselves with purity and to highlight this aspect of their merchandise. Most do so by promoting the technology used to filter and purify the water before packaging. Untaintedness also is hyped by misleading label copy and advertising...

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Chapter 6 Land, Stewardship, and Healthy Food

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pp. 157-180

On Wednesday, March 7, 2007 the last few feet of the 2 million-pound engineering marvel—a steel and glass horseshoe-shaped skywalk, which juts 70 feet out over the Grand Canyon rim to dangle 4,000 feet above the canyon floor—was gently maneuvered into place amidst reporters and dignitaries from around the world. The 2,300-member ...

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Chapter 7 Final Thoughts

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pp. 181-190

In the broadest sense, this volume explores the familiar topic of representations of Native Americans from a largely unexplored perspective; that is, it takes into consideration how American Indians appropriate timeworn stereotypes meant to depict them to fight colonialism at home. These examples demonstrate how the hegemonic forces at work in American society today are resisted and subverted. In the case...


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pp. 191-216


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pp. 217-BC

E-ISBN-13: 9781438445946
Print-ISBN-13: 9781438445939

Page Count: 247
Publication Year: 2013

OCLC Number: 831625481
MUSE Marc Record: Download for Fighting Colonialism with Hegemonic Culture

Research Areas


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Subject Headings

  • Indians of North America -- Public opinion.
  • Indians of North America -- Ethnic identity.
  • Indians of North America -- Psychology.
  • Stereotypes (Social psychology) -- United States.
  • Indians in popular culture.
  • Public opinion -- United States.
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