Nothing beats a powerful image.
Individuals crave it. Companies spend millions trying to sell it. We see it panhandled on TV and billboards, in newspapers and magazines. Often, the buyer is an unwitting chump.
But there are unwitting victims, too.
The images of Native people, perhaps more so than any other race in America, have been used to sell corporate America’s wares and entertainment, from beer and carpets to SUVs and sports teams. Crazy Horse Malt Liquor. Mohawk. Cherokee Jeep. Atlanta Braves.
A February trip to Las Vegas reminded me of how the news media can play into these inaccurate depictions of contemporary peoples as well. A news story in the world’s mecca of casino behemoths shows how a bit of Indian Country persona can infiltrate Sin City.
The story involved a business: A topless club named Crazy Horse Too. The club’s use of Crazy Horse’s name was yet another reminder of white society’s romanticized image of Native people. It showed how Native images continue to be abused and misappropriated.
The local newspaper, the Las Vegas Review-Journal, plays into this, too. In its Feb. 21 issue, the marquee bearing the Crazy Horse name was slapped front-and-center on page one.
The newspaper’s banner headline: “Raid looks for mobster link.” The photo, above the fold, showed FBI agents standing near short-skirted women, and police cars under the Crazy Horse marquee.
The media display was disturbing for a couple of reasons.
First, Crazy Horse — Tasunke Witco — is not a figment of someone’s imagination. He is one of the most revered Lakota warriors and spiritual leaders in Native history. He led the charge against Lt. Col. George Armstrong Custer at the Battle of the Little Bighorn in 1876. He remains a beloved man among Lakota people.
But that hasn’t been a deterrent to those who are looking for something more, perhaps selling the name as an appeal to young urban men in search of power and stamina, qualities certainly evoked by the legendary Crazy Horse.
Second, the headline and photo reflected a view held by some tribal casino opponents that the mafia has infiltrated Indian Country gambling establishments. Even though the topless club isn’t affiliated with a tribe, the front-page imagery instantly connects Natives to an “organized crime investigation.”
The image and certain quotes in the story also serve as an affront, not only to the holy man Crazy Horse, but it links him to an entourage of thugs, thieves, drug pushers, and corrupt ex-cops.
The images of Native people … have been used to sell corporate America’s wares and entertainment, from beer and carpets to SUVs and sports teams.Consider: Native people suffer from violent crime — rapes, robberies, assaults — at a rate 2.5 times higher than other race or ethnic subgroups in America, according to a 1999 Department of Justice report. The disparities cut across income and age groups, housing locations, and gender. And Natives aren’t the ones most responsible for this violence. Someone of another race commits 70 percent of the violent acts against them.
So what can journalists do to fairly cover issues when the images of Natives become part of the story?
Here are some suggestions:
• One should ask if a reasonable person would find the image offensive. Try and substitute a name, a face or a religion that means something to the individual reporter.
• Don’t use the image if it is not associated with a tribe or Native organization.
• Perhaps the media organization can adopt a policy on how it chooses to use Native images, including sports team names and mascots.
• Become familiar with tribes in your reporting area. Get to know some tribal community members.
• Do some background work on how stereotypes affect the tribal psyche.
Now, there are some who claim that the use of Native images shouldn’t be taken that seriously. In fact, some suggest it should be considered an honor.
Anyone for a glass of Pope John Paul Pale Ale?
After repeated servings of one-too-many pope beers, any respect or reverence for Pope John Paul II, or his followers, would likely diminish over the decades. The same negative repeated imagery holds true for Natives.
Seth Big Crow, a Lakota and Crazy Horse Estate administrator, has long fought to protect Crazy Horse’s name and image. The estate prefers others ask its permission to use the name. Some responsible corporate citizens, such as British Petroleum America, have returned use of the Crazy Horse name to the family. Stroh’s Brewing Company apologized and did the same. Liz Claiborne sells a Crazy Horse clothing line, but refuses to rename its label.
To be sure, hundreds of high school and college sports teams have dropped Native-named teams.
But only a handful of newspapers have made it a policy to not print the names and images of those teams who still use them.
This is not a new issue. But it remains an enduring one for Native peoples. They didn’t seek negative portrayals of their traditions, cultures or heroes. Part of a journalist’s role in reporting the news includes showing respect to its subjects and its subject matter. Doing our homework would be one place to start.
