The demise of Native American mascots: it's time to do the right thing

The demise of Native American mascots: it's time to do the right thing Purpose – The intent of this article is to show why the use of Native American mascots, logos, and nicknames by sports teams perpetuates depictions that are perceived as harmful and racist by Native Americans. Design/methodology/approach – This article examines data from published research, personal correspondence, and essays by Native Americans so that non‐natives can understand the issue from the native perspective. It also calls into question previous communication efforts that may have limited the voices of Native Americans. Findings – By examining the meaning of warriors and other cultural symbols for Native Americans and by exploring the different views of sports between natives and non‐natives, the article shows why it is unacceptable to ignore the native voice. It also demonstrates that it is possible for a sports team with a native identity to successfully change its brand image. Practical implications – Marketers, consumers, owners of sports teams, universities, and members of outside organizations can be better informed as to why Native Americans have asked for an end to this practice. Marketers can also understand why the objections go far beyond political correctness and are part of a human rights issue. Originality/value – The article helps stakeholders understand why privileging a revenue stream over the impact on human rights is an example of misplaced marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

The demise of Native American mascots: it's time to do the right thing

Journal of Consumer Marketing, Volume 23 (1): 2 – Jan 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760610641109
Publisher site
See Article on Publisher Site

Abstract

Purpose – The intent of this article is to show why the use of Native American mascots, logos, and nicknames by sports teams perpetuates depictions that are perceived as harmful and racist by Native Americans. Design/methodology/approach – This article examines data from published research, personal correspondence, and essays by Native Americans so that non‐natives can understand the issue from the native perspective. It also calls into question previous communication efforts that may have limited the voices of Native Americans. Findings – By examining the meaning of warriors and other cultural symbols for Native Americans and by exploring the different views of sports between natives and non‐natives, the article shows why it is unacceptable to ignore the native voice. It also demonstrates that it is possible for a sports team with a native identity to successfully change its brand image. Practical implications – Marketers, consumers, owners of sports teams, universities, and members of outside organizations can be better informed as to why Native Americans have asked for an end to this practice. Marketers can also understand why the objections go far beyond political correctness and are part of a human rights issue. Originality/value – The article helps stakeholders understand why privileging a revenue stream over the impact on human rights is an example of misplaced marketing.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jan 1, 2006

Keywords: Native Americans; Sports; Logos

References

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