Stereotyping indigeneity: The case of Native American

Abstract

Raising awareness of indigeneity comes forward with strengthening of cultural globalization. The lack of relevant knowledge of indigenous cultures results in persistent stereotyping. Regarded the representation of an ethnic group, a stereotype is based on implicit assumptions and behavioral implications that are reflected in evaluative characteristics. Stereotypes are spread by mainstream culture through popular media and cinema. This work attempts to profile the stereotype of Indigenous American created by mainstream American culture on the results of qualitative analysis of media discourse. Treated as uncivilized, Native Americans are portrayed as unbending and cruel warriors or as wise and helpful friends of White. America’s attitude to Indians is changing from banishing to extolling. The deconstruction of stereotypes in humanitarian paradigm is the matter of acknowledgment of cultural uniqueness and establishment of social equality.