C

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.