Indigeneity in Sports and Consumer Culture

Overview of Indigenous Representation in Sport

• Discussion of Native American mascot controversy
• Examination of Indigenous athletes and their portrayal
• Analysis of contemporary Indigeneity in North American sport (e.g., Lyle Thompson, Shoni Schimmel, Kyrie Irving)
• Critique of Nike’s N7 initiative: Is it consumerism or empowerment?

Learning Race & Ethnicity

• Language as a site of social struggle: Understanding how language reflects social dynamics.
• Social construction: Race is a socially constructed concept, not biologically innate.

Mythologies (Barthes)

• Functions of Myth: Myths shape public perceptions, especially in sport.
• Exotic Other: The portrayal of Indigenous peoples as exotic or mystical figures in sports culture.

Aboriginal Mascot Controversy

• The case of Patrick Battees, an Ojibwa youth, highlights the racist undertones behind sports mascots.
• Dualisms in mascots: Examples include Cowboy vs. Indian, Modern vs. Primitive, and Civilized vs. Savage.
• Racial myths perpetuated through mascots often caricature Aboriginal identities.

Racism in Sport

• Lyle Thompson’s experiences of racism and the cultural significance of hair in Indigenous identity.
• Contrast between the perceptions of 'savage' vs. 'civilized' Indigenous athletes.

Indigenous Representation in Sport

• Analysis of Indigenous athletes within predominantly white sports contexts.
• Notable athletes: Examples include Lyle Thompson, Shoni Schimmel, and Kyrie Irving.
• Discussion on how their identities are formed in these contexts, often leading to exploitation and stereotyping.

Nike N7 Initiative

• Overview: Launched in 2007, aims to honor Native Americans while addressing diabetes and obesity.
• Created by Native American designers and marketed toward tribal communities.
• Controversies: Accusations of crass consumerism vs. genuine empowerment.
• No substantial donations to Indigenous communities, relying instead on the sale of the shoes.

Consumer Culture and Indigeneity

• Indigenous peoples make up a small percentage of the US and Canadian populations.
• Exploitation: Native imagery often misused in marketing to appeal to white consumers.
• Brand Examples: Jeep Cherokee Chief and Pontiac car reflect the ironic use of Indigenous names for consumer products.

Conclusion

• The struggle for accurate representation of Indigenous peoples in sports continues.
• Ongoing tension between empowerment through sport and the commodification of Indigenous identities.