The princess and the SUV: Brand images of native Americans as commodified racism

Abstract

During early childhood, Indians and non-Indians learn a definition of “Indianness” (Merskin, 1998, p. 159). Around 18 months of age, human beings begin to recognize themselves as distinct and separate from their mothers and others (Lacan, 1977). By age 6, most attributes of personality formation are already established (Biber, 1984). The content of the information that consciously and unconsciously reaches children is critical for the formation of a healthy, grounded sense of self and respect for others. Today, in the absence of personal interaction with an indigenous person, non-Indian perceptions inevitably come from other sources. These mental images, the “pictures in our heads” as Lippmann (1922/1961, p. 33) calls them, come from parents, teachers, textbooks, movies, television programs, cartoons, songs, commercials, art, and product logos. American Indian images, music, and names have, since the beginning of the 20th century, been incorporated into many American advertising campaigns and marketing efforts, demarcating and consuming Indian as exotic “Other” in the popular imagination (Merskin, 1998). Whereas a century ago sheet music covers and patent medicine bottles featured “coppery, feather-topped visage of the Indian” (Larson, 1937, p. 338), today's Land O’ Lake's butter boxes display a doe-eyed, buckskin-clad Indian “princess.” The fact that there never were Indian “princesses” (a European concept), and most Indians do not have the kind of European features and social “availability” that trade characters do, goes largely unquestioned. These stereotypes are pervasive, but not necessarily consistent, varying over time and place from the “artificially idealistic” (noble savage) to images of “mystical environmentalists or uneducated, alcoholic bingo-players confined to reservations” (Mihesuah, 1996, p. 9). Today, a trip down the grocery store aisle still reveals ice cream bars, beef jerky, corn meal, baking powder, malt liquor, butter, honey, sugar, sour cream, chewing tobacco packages, and a plethora of other products emblazoned with images of American Indians. To discern how labels on products and brand names reinforce long-held stereotypical beliefs, we must consider embedded ideological beliefs that perpetuate and reinforce this process.

Citation

Merskin, D. (2009), "The princess and the SUV: Brand images of native Americans as commodified racism", Denzin, N.K. (Ed.) Studies in Symbolic Interaction (Studies in Symbolic Interaction, Vol. 33), Emerald Group Publishing Limited, Leeds, pp. 129-147. https://doi.org/10.1108/S0163-2396(2009)0000033011