3/18/2017 TheImpactofStereotypingonYoungPeople|MediaSmarts

(http://mediasmarts.ca/)

TheImpactofStereotypingonYoungPeople

http://mediasmarts.ca/digitalmedialiteracy/mediaissues/diversitymedia/aboriginalpeople/impactstereotypingyoungpeople 1/4
3/18/2017 TheImpactofStereotypingonYoungPeople|MediaSmarts

Aboriginal People (http://mediasmarts.ca/category/categories/aboriginalpeople), Diversity in

Media (http://mediasmarts.ca/category/categories/diversitymedia),
Stereotyping(http://mediasmarts.ca/category/categories/stereotyping)

GenerationsofNorthAmericanchildrenhavegrownupwatchingcowboysand
IndiansfilmsandTVshowsandreadingbookssuchasTheAdventuresofTom
SawyerandLittleHouseonthePrairie.Popularfilmsandnovelsreinforcedthe
notionthatAboriginalpeopleexistedonlyinthepastforeverchasingbuffaloor
beingchasedbythecavalry.Theseimagesshowedthemasdestinedtoremainon
themarginsofrealsociety.Suchimpressionsandchildhoodbeliefs,setatan
earlyage,areoftenthehardesttoshake.

Problematic portrayals remain an issue today, not just in movies and on TV but in a medium particularly popular among
Aboriginal youth, video games. As Beth Eileen puts it in her article Indigenous Representations in Commercial Video
Games, on the website Aboriginal Territories in Cyberspace (http://www.abtec.org/blog/?p=175'):

In commercial video games, indigenous peoples are stereotyped and appropriatedat worst, theyre killed for points at
best, theyre the halfbreed hero in Red Dead Revolver and GUN (where, by the way, you start off killing Apaches). () In
fighting games, there are T. Hawk, Nighthawk, Nightwolf, Wolf Hawkfield all stoic, folded arms, body paint, leather the
keeper or protector of his people, but who are his people? () We too as Native people, mixed or otherwise, can
create our own video games to represent ourselves, whether historical or contemporary, or even as allegory, which is what
motivates the curriculum and projects developed by the Aboriginal Territories in Cyberspace.

Canadian Cayuga actor Gary Farmer is most concerned with the effect of such portrayals on young Aboriginal people
themselves. Consider the impression left when they see themselves portrayed this way time and time again. Its hard for
them to have a positive image of themselves. Even Disneys arguably positive portrayal of Pocahontas, Farmer says, will
have kids walking away with the stereotype of the sexual savage. Its worth noting that Pocahontas appearance falls well
within white mainstream media norms. In fact, her facial features were a composite of several nonAboriginal models, one of
whom was British fashion star Kate Moss.

Anyone who understands or studies the social development of children and young people knows that attitudes, values and
selfesteem are well developed by the midteen years, or even earlier. What young people see and hear in the media helps
them to figure out how the world works and who and what is valued in our society.

If the medias take on Aboriginal people is interpreted at face value, then kids are growing up with a biased vision of what
it means to be part of a First Peoples society. If they get their impressions from the news, theyll likely view Aboriginal
people as a negative force. And if their impressions come from films and TV programs, theyll learn to think of Aboriginal
people as inferior (passive, aggressive or drunk) or simply as nonentities, obliterated by omission.

When young Aboriginal people read the newspaper or turn on the TV, how often do they see their own life experiences
reflected? Almost never, says Children Now, the U.S. research organization that analyzed the presence of Native American
children on TV in 1999, and conducted focus groups with children from 20 tribes. Furthermore, they contend, those children
have learned to associate positive attributes with white television characters, and negative attributes with non
white characters.

The media have a lot of power to endorse stereotypes, says Susan Swan, an Ojibway from the Lake Manitoba First
Nation. We go into First Nations communities to talk to youth about gangs. When asked, the kids estimate that about 95 per
cent of Aboriginal youth is involved in gangs. The actual number is three per cent. Why do they think these numbers are so
high? Its because this is what they get from television and newspapers.

The popular media are cool in the eyes of most kids. If the existence and value of a group of people is not affirmed by
inclusion in media information and entertainment, the message is cleartheyre not important. In Aboriginal communities,
this can contribute to, as one community sociologist calls it, learned helplessness, alienation and a sense of having
no control.

In Canada, new sensitivities and support for cultural diversity have brought some positive changes. Aboriginal children are
periodically featured or interviewed in childrens afterschool television, the National Film Board has made films for years
that document current First Nations life, the CBC has broadcast many successful dramas that focus on Aboriginal
http://mediasmarts.ca/digitalmedialiteracy/mediaissues/diversitymedia/aboriginalpeople/impactstereotypingyoungpeople 2/4
3/18/2017 TheImpactofStereotypingonYoungPeople|MediaSmarts

communities and Aboriginal entertainers have been going mainstream for two decades. (See Aboriginal Expression in the
Arts and Media.) These measures, along with the establishment of Aboriginal television and radio networks, all contribute to
a more balanced view and more diverse voices.

Practically speaking, though, these voices still represent only a small proportion of the popular media that kids consume
today. The evening news, the Indian images in sportsculture hype, the products of the Disney empire, and the
misrepresentation (and nonrepresentation) of Aboriginal people in most mainstream mediaall continue to influence kids
views of Aboriginal cultures and peoples.

In 2000, two young Canadians, Ojibway journalist Laura J. Milliken and Saulteaux entertainer Jennifer Podemski, conspired
to buck this trend. They produced The Seventh Generation, a television series presenting the lives of empowered and
successful Native peopledoctors, scientists, journalists and performers. We want Aboriginal youth to see these stories so
they will strive for their goals, make decisions educationally and careerwise, said Milliken, but above all else, just feel
secure about who they are and that they are part of this generation. For example, in 2002, RadioCanada devoted an
entire dossier to Aboriginal youth(http://ici.radiocanada.ca/nouvelles/dossiers/autochtones/index.html) and
attempted to present a rather objective portrayal of their realities and challenges, even though much of the dossier focuses
more on problems than on projects.

More recently, in 2006, a coproduction of TV5 and APTN led to a series of 13 portraits of young Aboriginals in Quebec
between the ages of 20 and 35. Every week, the series NIKAN, lenvol dune gnration enabled viewers to meet young
people chosen for their drive, involvement, values and perspective on the heritage handed down by their elders. From
Mistissini to Maliotenam through Wemotaci and Salluit, through these portraits the public was able to discover the successes
of these young people and the true meaning of the word NIKAN, which in a number of Aboriginal languages means to
go forward.

But the best way to fight media stereotypes is, without a doubt, to develop and disseminate Aboriginal media that can reach
Aboriginal youth. SAY, the Spirit of Aboriginal Youth(http://www.saymag.com/) magazine, is certainly the most widely
circulated magazine on current events affecting Aboriginal youth in North America and Canada.

^Back to Top
Resources for Parents
That's Not Me (http://mediasmarts.ca/tutorial/thatsnotmetutorial)
Tutorials & Workshops
Talk Back! How to Take Action on Media Issues (http://mediasmarts.ca/parents/talkbackhowtakeaction
mediaissues)
Guide
New tools for Aboriginal youth for making good decisions about sharing online (http://mediasmarts.ca/blog/new
toolsaboriginalyouthmakinggooddecisionsaboutsharingonline)
Blog entry
Talking to Kids about Racial Stereotypes Tip Sheet(http://mediasmarts.ca/tipsheet/talkingkidsaboutracial
stereotypestipsheet)
Tip Sheet
Resources for Teachers
The Citizen Reporter Lesson(http://mediasmarts.ca/lessonplan/citizenreporterlesson)
Lesson Plan
The Impact of Gender Stereotypes Lesson(http://mediasmarts.ca/lessonplan/impactgenderstereotypes
lesson)
Lesson Plan
Scapegoating and Othering Lesson(http://mediasmarts.ca/lessonplan/scapegoatingandotheringlesson)
Lesson Plan
Bias in News Sources Lesson(http://mediasmarts.ca/lessonplan/biasnewssourceslesson)
Lesson Plan
Diversity in Media Toolbox
The Diversity and Media Toolbox is a comprehensive suite of resources that explores issues relating to stereotyping, bias
and hate in mainstream media and on the Internet. The program includes professional development tutorials, lesson plans,
interactive student modules and background articles.

Learn More

http://mediasmarts.ca/digitalmedialiteracy/mediaissues/diversitymedia/aboriginalpeople/impactstereotypingyoungpeople 3/4
3/18/2017 TheImpactofStereotypingonYoungPeople|MediaSmarts

MediaSmarts programs are funded by its public and private sector sponsors, donors and partners, who include:

MediaSmarts. All Rights Reserved.

http://mediasmarts.ca/digitalmedialiteracy/mediaissues/diversitymedia/aboriginalpeople/impactstereotypingyoungpeople 4/4