Indigenous Underrepresentation in Mainstream Media and how Social Media is Utilized to Increase Representation (2)

Zexuan Li

Rob Hey

COMN 1000

2022.2.12

Indigenous Underrepresentation in Mainstream Media and how Social Media is Utilized to Increase Representation

Introduction

The aim of this essay is to review how mainstream media has largely ignored Indigenous populations. The recurrent issues are that mainstream media has yet to adopt appropriate Indigenous story telling techniques. Another issue is that Indigenous people are largely removed from media and cultural production. It is also concerning that independent indigenous media is undervalued. In doing so, the research will shed light on the ways that social media is changing this narrative by enabling representation.

Case Study

Having a strong sense of belonging to one’s community, as well as having a strong sense of belonging to one’s family, is essential for First Nations people to feel a strong sense of belonging. Because of government policies that were intended to destroy First Nation cultures, many communities across Canada are in a difficult position. When it comes to First Nations resiliency (belief systems, practices, and structures), there is a scarcity of resources that could have assisted them in resisting and re-constructing their identities in the face of imperial aggression. The plight of Indigenous peoples in Canada has been largely ignored by the mainstream media, both in terms of reporting and in terms of the creation of news stories. In Northwestern Ontario’s Sioux Lookout region, there is a connection between communal survivability and social networking platforms facilitated by internet usage. In the region, there are numerous First Nation (indigenous) settlements that can be found. Even if the cultural linkages that exist between these communities are strong, maintaining frequent communication in order to develop them was difficult prior to the broad adoption of the Internet in recent years. Today, the internet offers an unregulated platform for people to create their own independent content. Online travel and communication have grown more convenient as a result of the broad adoption of the internet among the aforementioned demographic. The preservation of culture and communication should be accomplished through the use of social media. It is impossible to overstate the importance of social media in building community resiliency.

Social media is now used in the Sioux Lookout region as a tool of resiliency. For the Indigenous populations in the Sioux Lookout area, resiliency means access to benefits of social media including social capital, the sharing of cultural stories, presenting the Indigenous views to the outside world, and general networking that is free of bias from mainstream media stereotypes. Top among the things that mainstream media has denied Indigenous groups is social capital by intentionally ignoring coverage of news and other information about said groups to the rest of the world (Okimakanak, 2014). When discussing social capital in a community, it is possible to consider it as a collection of various resources that must be shared across a diverse range of individuals and organizations (for example, women of different ages, men of different ages, children, grandparents, and the youth). As a kind of resistance to the conventional portrayals of Aboriginal people that are pervasive in popular culture, these tools also serve as a safeguard for indigenous cultural identity.

The use of social media by the Indigenous communities in the Sioux Lookout region is an introduction to why media is important. It creates a narrative by the people for the people. The Sioux Lookout region use of social media to tell their own stories to the rest of the world is a new beginning. It is, according to Oyedemi (2019), an attempt to thwart the negative influences of mainstream media in relation to misrepresentation of a group of people. Oyedemi (2019) reports on what went on in Nigeria where media imperialism has always had a say in how a people are portrayed in mainstream media. In order for social capital to exist, there must be dense, interconnected networks of people who can share knowledge and engage in activity with one another. The process of sharing and listening to stories together contributes to the development of the relationships that exist between those who are taking part in the activity. In its ability to aid individuals, particularly young people, in coming to terms with their pasts and imagining a more promising future for themselves, stories have great potential to be transformative. In order to share their experiences, Aboriginal youngsters are turning to social media, which is assisting in the preservation of their culture in the modern world. Networks possess a variety of important characteristics, two of which are the ability to bridge and link interactions (connections among communities). The ability of a community to exert influence on society as a whole is bolstered by the relationships that it has with people who are not members of its own group. Even in ordinary circumstances, the utilization of networks can be useful, particularly in times of extreme need. Networks can provide material, economic, and informational resources, as well as assist in problem solving and provide emotional and other types of support, among many other things.

Analysis of the Problem

Independently Produced Indigenous Media as a Contrast to Mainstream Media

By focusing on the Sioux Lookout region of Northwestern Ontario, social media usage is explored creating a link between social networking and increased representation. Apart from social media, independent indigenous media outlets such as the First Nations Drum, Windspeaker, CBC Indigenous, The Nation, and National Indigenous Times are some of the leading avenues that are used to incorporate Indigenous views and cultures into the main societies. Social media, albeit a stand-alone platform, can also be categorized as an independent media on the basis of how it enables personalization of content and individual contributions away from the confines of restrictive media culture (Okimakanak, 2014). The case study shows that independently produced Indigenous media, social media included, allow more insight into the way the Indigenous communities are constructed, their cultural norms, engagement, communication, and their thought processes regarding the rest of the world.

Compared to mainstream media, independently produced Indigenous media such as social media channels and news outlets focusing solely on Indigenous people and cultures will help to end the misrepresentation that is seen to day in movies, print media, television, and by the popular culture. Indigenous media, which is created and distributed by indigenous peoples themselves and which contributes to the preservation of indigenous languages while also providing a public forum for debate of indigenous issues, can be used to preserve tribal heritage and culture (Roth, 2013). Additionally, indigenous media can serve as a source of knowledge about signs of cultural and social change. To participate in social movements, cultural transformations, and language preservation efforts, Native American society is reliant on the media, which is backed by the federal government in all of these endeavors. An important component of cultural policy is the documentation and preservation of traditional customs, as well as the promotion of artistic manifestations such as music and handicrafts, among other things (Foster, 2008). People from indigenous communities can gain from high-quality media productions that portray them in a good light and assist them in gaining more attention.

Limitations of Social Media Engagement and Independently Produced Indigenous Media

In order to produce online applications in their own local languages, an increasing number of indigenous television cultural professionals are turning to social media. Applications like these boost education in poor countries and help indigenous peoples feel more in control of their lives. Journalists frequently use social media to engage directly with their audience and to solicit feedback on their articles. The effectiveness of a media outlet can be improved by soliciting comments from its audience; however, Indigenous media outlets have not yet acquired the status of mainstream media (Foster, 2008). Language issues have been a major source of disagreement and intense debate, and they have brought to light the flaws and limitations of indigenous media outlets. For indigenous media outlets, it is challenging to find reporters who are fluent in their own languages. After years of providing indigenous language news, some mainstream media outlets had to pair experienced anchors with newcomers so that the latter could learn from the former.

Mainstream media treatment of Indigenous populations in the past and present

In order to create a truly multicultural community, it is critical that each indigenous ethnic group receives the respect and attention that it deserves and that each indigenous ethnic group obtains the resources that it requires. Indigenous-produced media may be able to fill in some of the information gaps that many people have about the media that they are exposed to on a daily basis if they are distributed widely enough (Foster, 2008). It is necessary to identify major themes in cultural translations and indigenous media in order to effectively connect ethnic groups and help them understand one another. It is possible that challenges will arise when old rituals are combined with new technologies; yet, indigenous media can serve as a platform for indigenous voices while also presenting their own particular viewpoints on the world around them.

When it comes to cinema and television portrayals of indigenous peoples, they have been done in a way that reflects the general public’s perspective and treatment of indigenous peoples. The act of appropriating something from another culture and incorporating it into your own can be problematic in a variety of ways, especially if the appropriation is coming from a dominant culture like the United States of America (Proudfoot & Habibis, 2015). Historically, European colonial society has held sway over the narrative surrounding Indigenous peoples for a long period of time.

For many Indigenous people, stories are more than just a source of entertainment; they are also a means of transmitting knowledge and practices from one generation to the next. While covering COVID-19, which continues to cause enormous harm to Indigenous communities, mainstream media frequently focuses on only one aspect of the Indigenous story, such as vulnerabilities, traditions, or harmful stereotypes, rather than covering the entire story (Okimakanak, 2014). It is the responsibility of each individual to express himself or herself in the manner that is most comfortable for him or her. When people see and hear Indigenous-created content, they are more likely to have a diverse range of social perspectives, experience less stigma, and gain a better understanding, which leads to greater respect and interest.

Frequently used narratives regarding Indigenous people in the mainstream media

Throughout history, indigenous people have been portrayed inaccurately in the media in a variety of mediums, including film and television. One of the most common misrepresentations of Indigenous people is the romanticization of Native American clichés, which are based on European worldviews and are therefore inaccurate (Harvey, 2020). It is most common to see misrepresentations of the indigenous warrior on television. This was a recurring motif in Western films for a long period of time. Another popular romanticization of Indigenous people is their depiction as a form of “noble savage,” which is a term that refers to a seemingly proud uncivilized individual. When a person exhibits this trait, he or she has the ability to transcend physical constraints while maintaining a strong spiritual connection to the land, as per the common narrative portrayed by mainstream media. Proudfoot and Habibis (2015) note that Indigenous peoples have been portrayed as model ecologists or environmentalists by using archetypes like this one to promote their cause. 

Facilitation of increased representation on social media and other forms of independently produced indigenous media

When mainstream media (both electronic and print) found their way into Indian Country for the first time, there was a tremendous cultural assimilation drive on the part of indigenous peoples. Several indigenous organizations have attempted to use the media to better serve their goals of conserving indigenous culture, language, and identity by including media into their overall strategy of adapting to their environment (Kirmayer, Simpson, & Cargo, 2003). As a result of modern initiatives, such as social media and independently produced native media, a national Aboriginal television network and a half-dozen Aboriginal radio networks, which broadcast to hundreds of towns in dozens of indigenous languages, have sprung up in response to recent developments.

Sioux Lookout is dedicated to telling the story of indigenous peoples’ successes and failures in their efforts to harness media for their own gain and counteract the absorbing influence of mainstream media on their lives. Sioux Lookout is dedicated to telling the story of indigenous peoples’ successes and failures in their efforts to harness media for their own gain and counteract the absorbing influence of mainstream media on their lives. Among the most prominent manifestations of the tension between sequential and cyclical thinking is the search for an Aboriginal voice in the media. Trying to find an Aboriginal voice in the media may be a time-consuming and tough endeavor. Despite the fact that the media can serve as a tool for indigenous peoples’ preservation while also functioning as a weapon for their destruction (Gone et al., 2019), indigenous peoples’ languages and cultures are under attack. Today, social media, as a form of independently produced indigenous media through dedicated channels and forums, is helping to change the narrative.

Conclusion

Despite the misrepresentation and underrepresentation of Indigenous people in mainstream media through journalism and news creation avenues, social media is helping to change the narrative. It is, in the context of this essay, considered a form of independently produced indigenous media through dedicated channels and forums. It has enabled personalization of content and individual contributions away from the confines of restrictive media culture as showcased by the Sioux Lookout region.

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