Fighting Generikee: Resistance against Native American marketing representations, 1932-2021

Huber, Evelyn

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URN:	urn:nbn:de:bsz:180-madoc-647286
Dokumenttyp:	Dissertation
Erscheinungsjahr:	2023
Ort der Veröffentlichung:	Mannheim
Hochschule:	Universität Mannheim
Gutachter:	Gassert, Philipp
Sprache der Veröffentlichung:	Englisch
Einrichtung:	Philosophische Fakultät > Zeitgeschichte (Gassert 2014-)
Fachgebiet:	900 Geschichte
Freie Schlagwörter (Englisch):	Native American resistence , indigenous intellectual property , cultural appropriation , Indian arts and crafts act , misrepresentation in advertising , crisis management in marketing , Native American self-marketing , racism , sexism
Abstract:	The project investigates resistance against Native American marketing representations in the United States, companies’ crisis management strategies to cope with such protests, and the results and impact of these protests. Since the 1930s, protesters criticized the false marketing of products as Indian-made (fraud), the unauthorized use of Indigenous culture (appropriation), and the misrepresentation of Indigenous peoples and cultures. Driven by other minorities’ successes during the civil rights movement, better education and economic growth among Natives, and the temporary popularity of Indigeneity in contrast to the actual treatment of Natives, protests increased during the 20th and 21st centuries. Depending on the protest cause, protesters applied different strategies and achieved successes in 28.1 percent of the cases. When the Black Lives Matter movement induced a general cultural shift toward social justice, the decades of constant protest and awareness raising resulted in increasingly sensitive marketing practices, although inappropriate advertising continues to exist.