Fighting Colonialism with Hegemonic Culture: Native American Appropriation of Indian Stereotypes

249 Pages·2013·4.94 MB·English

by  Maureen Trudelle Schwarz

Fighting Colonialism
with Hegemonic Culture
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Fighting Colonialism
with Hegemonic Culture
Native American Appropriation
of Indian Stereotypes
M T S
aureen rudelle chwarz
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Cover art by Torry Mendoza
Published by State University of New York Press, Albany
© 2013 State University of New York
All rights reserved
Printed in the United States of America
No part of this book may be used or reproduced in any manner whatsoever
without written permission. No part of this book may be stored in a retrieval
system or transmitted in any form or by any means including electronic,
electrostatic, magnetic tape, mechanical, photocopying, recording, or otherwise
without the prior permission in writing of the publisher.
For information, contact State University of New York Press, Albany, NY
www.sunypress.edu
Production by Diane Ganeles
Marketing by Michael Campochiaro
Library of Congress Cataloging-in-Publication Data
Schwarz, Maureen Trudelle, 1952–
Fighting colonialism with hegemonic culture : Native American appropriation of
Indian stereotypes / Maureen Trudelle Schwarz.
p. cm.
Includes bibliographical references and index.
ISBN 978-1-4384-4593-9 (hardcover : alk. paper)
1. Indians of North America—Public opinion. 2. Indians of North America—
Ethnic identity. 3. Indians of North America—Psychology. 4. Stereotypes (Social
psychology)—United States. 5. Indians in popular culture. 6. Public opinion—
United States. I. Title.
E98.P99S38 2013
970.004'97—dc23 2012015509
10 9 8 7 6 5 4 3 2 1
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I dedicate this book to my kid sister Marlo who recently
lost a battle with a big C other than colonialism.
•
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Contents
List of Illustrations ix
Acknowledgments xi
Introduction 1
Chapter 1
AIM: Use of Popular Images of Indians in Identity Politics 15
Chapter 2
Twentieth-Century Contest over Native American Spirituality 45
Chapter 3
American Indian Express and Protests of Immorality 81
Chapter 4
Marketing Health and Tradition 105
Chapter 5
Marketing Spirituality and Environmental Values 133
Chapter 6
Land, Stewardship, and Healthy Food 157
Chapter 7
Final Thoughts 181
Notes 191
Index 217
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Illustrations
Figure 1 Native American Rights Fund T-Shirt.
Source: Native American Rights Fund 2
Figure 2 Medicine Man Line of Beverages 64
Figure 3 Natural American Spirit Cigarettes 75
Figure 4 American Indian Express Card T-Shirt.
Source: Keith DeHaas 82

Figure 5 Little Chief Frybread Mix 106
Figure 6 Little Chief Family Photo.
Source: State Archives of the South Dakota
State Historical Society 110

Figure 7 Native American Herbal Teas 118
Figure 8 Honest Tea’s First Nation Organic Peppermint 120
Figure 9 Lakota Water, The Original Cherokee Great
Smoky Mountains Drinking Water, Big Bear
Mountain Premium Spring Water, Indian Wells,
Spirit Water, and Iroquois Water. 135
Figure 10 Tanka Bars 167
ix
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