The YouTube Indian: Portrayals of Native Americans on a viral video site

The YouTube Indian: Portrayals of Native Americans on a viral video site

Mainstream media messages contain limited, distorted and negative images of Native Americans, thus promoting continued ethnic marginalization. Community-oriented online venues like the viral video sites have opened up new platforms for depiction. This study employed a quantitative content analysis t...

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Veröffentlicht in:New media & society 2011-03, Vol.13 (2), p.330-349
Hauptverfasser: Kopacz, Maria, Lee Lawton, Bessie
Format: Artikel
Sprache:eng
Schlagworte:
American Indians
Content analysis
Indigenous populations
Marginality
Mass Media Images
Media
Quantitative analysis
Social representations
Stereotypes
Videos
Videotape Recordings
Virtual Reality
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Zusammenfassung:Mainstream media messages contain limited, distorted and negative images of Native Americans, thus promoting continued ethnic marginalization. Community-oriented online venues like the viral video sites have opened up new platforms for depiction. This study employed a quantitative content analysis to examine a sample of YouTube videos relating to Native Americans. The findings reveal a number of promising patterns, suggesting that messages broadcast by viral video sites may depart from the rigid stereotypical depictions of Native Americans in traditional media.
ISSN:1461-4448
1461-7315
DOI:10.1177/1461444810373532