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


Huber, Evelyn


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URN: urn:nbn:de:bsz:180-madoc-647286
Document Type: Doctoral dissertation
Year of publication: 2023
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Gassert, Philipp
Publication language: English
Institution: School of Humanities > Zeitgeschichte (Gassert 2014-)
Subject: 900 History
Keywords (English): 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.




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