stop playing indian

As another Native American Heritage Month comes to an end, I have to stop and ask, did anybody other than Native folks even know it was taking place?

Since 1990, the federal government has declared the month of November a time to pay tribute to the achievements of the nation’s estimated 2.9 million American Indians and Alaska Natives (PDF).

The national observance is not unlike America’s commitment to African-American history month or Hispanic heritage month, a time of year that major brands have come to commercialize in recent years.

Thanksgiving is some Native Americans’ ‘Day of Mourning’

But little recognition has been paid to the original inhabitants who represent 1% of the U.S. population. Instead, this November, there has been a series of cultural gaffes made by celebrities, journalists and large companies during a time set aside to acknowledge and honor Native people.

It began with the release of “Looking Hot,” the comeback video for rock band No Doubt. The Wild West-themed production featured lead singer Gwen Stefani dressed in Native American-style clothing and taking part in fictitious Native rituals.

After social media outcry from the Native American community, No Doubt postedan apology on its website and agreed to pull the video one day after its release. “As a multi-racial band our foundation is built upon both diversity and consideration for other cultures,” the group’s statement read. “Our intention with our new video was never to offend, hurt or trivialize Native American People, their culture or their history.”

But damage had already been done. The Daily Mail Online, a UK-based publication, labeled Stefani’s character as a Native American “squaw.” The Algonquin word today is frequently considered offensive to Native women, from condescending images to explicit racial epithets similar in tone to other ethnic monikers such as “Negress” or “Jewess.” Had the Mail’s journalist referenced even the most elementary source, the Merriam-Webster dictionary, it may have avoided making a remark degrading to indigenous women.

Meanwhile, in coverage of the band’s misstep, the Los Angeles Times hosted a poll on its website. “Were you offended by the ‘Looking Hot’ video?” it asked, to which an overwhelming 65% of readers responded “no.”

The Huffington Post raised a similar question in the aftermath of Victoria’s Secret’s headdress faux pas: the runway disaster featuring supermodel Karlie Kloss scantily clad in a Native American-style headdress and chunky turquoise jewelry. In its online poll, nearly half of its readers felt “people shouldn’t be so sensitive” to these kinds of cultural flareups. On November 10, Victoria’s Secret apologized and said it will remove Kloss’ controversial look from the upcoming television special.

Navajo Nation sues Urban Outfitters for alleged trademark infringement

While statistics like these are far from scientific, I can’t say that the results are all that startling.  The reality is, Native Americans have long suffered a public relations problem in a society that would rather regard today’s Indians as relics of the past.

With few Native American staff in newsrooms, it’s little wonder why the media reaction from the Stefani and Kloss incidents resulted in questioning the integrity of cultural appropriation rather than honoring Native people.

In addition, what lies at the core of these sexually charged fetishizations of Native women is an ongoing fight to protect the safety of Native women. According to congressional findings of the 2010 Tribal Law & Order Act (PDF), 34% of American Indian and Alaska Native women will be raped; 39% will be subjected to domestic violence. That is more than twice the national average. In addition, the 2008 study by the National Institute of Justice (PDF) suggests that on some reservations, Native women are murdered at more than 10 times the rate of their non-native counterparts.

In the past year, Native advocacy leaders have made a push to reauthorize the Violence Against Women Act in Congress. The law would empower tribes for the first time to seek justice against non-Indian offenders.

Where Native voices are being heard is on the message boards of Facebook and Twitter. American Indian activists and scholars are some of today’s authors behind a budding collection of blogs shining a light on these issues and others that matter most to the Native community  But so far, it seems the only people paying attention are Native peoples.

Despite all the uproar from the Native community that occurred in the aftermath of the No Doubt and Victoria’s Secret incidents, the restaurant chain Hooters was the latest to issue a mea culpa on November 15 after hosting a “Cowboys and Indians”-themed dress-up day for its staff at one of its Indian franchises. “We admire and honor Native American culture and history and never intended to offend,” read the statement from Hooters Corporate.

Thanks for the apologies, Hooters, Victoria’s Secret and Gwen Stefani, but next year, can you please acknowledge Native American Heritage Month and just say no to “playing Indian”?


2 thoughts on “stop playing indian

  1. And this is a surprise? ….

    Always looking down on anyone dat’s not their ‘kind’!!!

    The foundation this country is built on…no respect for other cultures hence border wars and killing out the native Indians in di first bloody instance…and their voices are small, lacking in numbers. Not many of dem left sadly 😦

    The title made laugh! Fake much?…heeheeee And using anything no matter what, for the almighty dollar…VS, Hooters etc…sad


  2. I’ve been wondering if part of the problem *is* the outrage at things like the video and the Victoria’s Secret thing. Don’t get me wrong, I’m not saying that being offended is the problem and everyone should just grow thicker skin. But when I see outrage over things things, what I really think is “okay.. you’re angry because an item was misused… but where’s your outrage that the people themselves are misused?”

    It seems as if the collective rage of the nation (or internet, depending on how you look at it) only goes as far as can be conveniently expected to garner lots of backing. It’s easy to criticize a corporation or celebrity for screwing up – we *thrive* on that kind of social rage, don’t we?

    But do you think that all the hype and attention netted one single phone call or letter to a politician regarding the treatment of Native Americans in this country, now, today?

    I really, really doubt it.

    Seems that people really like to jump on the bandwagon for causes that aren’t too difficult or deep and are really easy to see the result. I.e. the product was pulled, the company apologizes, everyone pats themselves on their collective backs and feels so holy and smug…

    I understand that it’s offensive to depict any group of people based on stereotypes, or to appropriate spiritual garments for a fashion trend, but a skinny chick in a headdress does not actually hurt a Native American, whereas lack of water rights, lack of electricity, failure of social services, failure to abide by one single treaty made with these people, *that* hurts Native Americans.

    So yeah, sometimes I think this outrage is part of the problem, it makes people think they’re doing something, when really it’s so superficial in the face of the real problems that many Native Americans actually face that maybe it’s taking the spotlight away from the deeper and more immediate issues that should be getting the attention.

    Sort of like… hey, let’s focus on their higher infant mortality rate, their access to water – whether drinking, irrigation or to ensure salmon runs, – their rates of poverty, alcoholism, domestic abuse, and native lands that are still in dispute with the federal government… because getting Victoria Secret to apologize didn’t address any of these things. Getting that video taken down didn’t solve any of these issues, or provide any greater awareness of them.

Please use the comments to demonstrate your own ignorance, unfamiliarity with empirical data, ability to repeat discredited memes, and lack of respect for scientific knowledge. Also, be sure to create straw men and argue against things I have neither said nor even implied. Any irrelevancies you can mention will also be appreciated. Lastly, kindly forgo all civility in your discourse . . . you are, after all, anonymous :)

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