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Native Americans and the Modern Media

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					 Native Americans and the
      Modern Media
                         Group 2
Allison Baca       Anna “Scruffy” Elledge
Walter Crasshole   Asya Soloian
Stephen “Mother Theresa” Lam
The Journal Record- Our Case
            Study
   – The tone of the newspaper was generally neutral in articles about
     Native American issues, but the demographic of the paper is not
     your typical Oklahoman. Majority of residents have no higher than
     a high school diploma, according to the US Census. The writing
     was not tailored for the Native reader.
   – The Journal Record in Oklahoma City is what we studied for
     coverage of Native Americans in the media. It generally covers
     business, legal and legislative news.
   – Majority of subscribers have a bachelor’s degree or graduate
     degree and work in top management positions.
   – Majority of articles that we read were regarding a tobacco tax
     dispute between Native American retailer sand the state govt.
     Most of the stories were related to legislature and the courts, and
     few Native American sources if any were cited.
   – Since it is a business and legal newspaper, lingo was very neutral
     and professional; without prejudice.
              The Journal Record
  “The Best Source of Oklahoma Business News
               and Information”
• Their mission is to be Oklahoma’s foremost
  influential and trusted information service. Their
  commitment is to serve their audiences with quality
  products and timely, accurate information that helps
  them gain success.
• The Journal Record covers general business news,
  legislative and legal-related information sources, and
  they produce industry related publications, an
  example being that the majority of our stories were in
  regards to tobacco taxes.
              The Journal Record
                Demographics
• Demographics on readers:

• 98% of our subscribers ranked the paper "good to excellent" as a
  source for Oklahoma City business and legal news.
• 88% are in professional or top management positions.
• 85% have an undergraduate or graduate degree.
• The average subscriber's total household net worth exceeds $1.8
  million.
• 86% of subscribers are repeat subscribers.
• The Journal Record subscriber is an educated, affluent homeowner.
• 31% hold master's/doctorate degrees.
• They have an average household income of $153,000.
• 95% are homeowners.
• 27% own a second/vacation home.
• Their homes have a median market value of $189,000.
• They have an average age of 49.
Okay, so you gave me a bunch of numbers- what’s the
                      point?
• The Journal Record prides itself on “focusing on local business trends and in
  depth stories that portray the voice of the Oklahoma City and Tulsa business
  communities.”

•   DO THEY? Asian
    7,150
    1.8

    Native Hawaiian and other Pacific islander
    202
    0.1

    Some other race
    13,564
    3.5

•   White
    275,488
    70.1

    Black or African American
    60,794
    15.5

    American Indian and Alaska native
    18,551
Number of Non Native American
           Sources
              Number of Non-Native American Sources




                       5
          4           4%                       0
         7%                                   13%


   3
  11%




                                                            0
                                                            1
                                                            2
                                                            3
                                                            4
                                                            5



                                                       1
    2                                                 39%
   26%
Category Frequency
                            Category Frequency


                        19 profile
                           4%
                   19 Land
                     2%
      Un/employment
           2%                          Art
                                       4%                Casinos/gaming
      Tribal politics
                                                              11%
           2%



Tobacco
  25%




                                                                 economics/business
                                                                       31%
   sovereignty
       9%                                    education
          social problems                       2%
                 2%
                        history
                          2%
                             health
                              4%
Tone of the Articles



                       Tone



30
                                              26



25




20



15              12


                                9

10



 5




 0
     Positive        Negative       Neutral
Section
       Section

Opinion/Editorial/Comm
   entary (Columns)
          2%




              main
              98%
      Number of Native American
              Sources
                                                    Non-Native American Sources
      Number of Native American Sources




                 2%
            4%                                                       13%

      7%




                                                0
                                                1                                 no
                                                2                                 yes
                                                3
28%
                                                4
                                          59%




                                                         87%
                         ARTICLE LENGTH
                                                             Article Length

             1400



             1200



             1000
Word Count




              800



              600



              400



              200



                0
               11

                    14

                         16

                              19

                                   21

                                        23

                                             25

                                                  27

                                                       30

                                                            32

                                                                 34

                                                                      35

                                                                           37

                                                                                39

                                                                                     42

                                                                                          44

                                                                                               46

                                                                                                    48

                                                                                                         49

                                                                                                              51

                                                                                                                   54

                                                                                                                        56

                                                                                                                             58

                                                                                                                                  60
                                                                      Article Number
• There is a historical relationship
  between Native Americans and
  tobacco, in that Natives were the first to
  give tobacco to the Europeans.
American Spirit Cigarette Brand
                     The Company American Spirit Tobacco
                     Co., a Santa Fe, NM based product, is
                     under fire from an American Indian Group
                     for being “misleading and exploitive.”
                     The logo -- depicting an American Indian
                     in full-feathered headdress smoking a
                     peace pipe -- is carried on the packages
                     of Natural American Spirit cigarettes and
                     pipe tobacco. 

                     Natural American Spirit's logo: A
                     stereotypical "Indian chief" smoking a
                     sacred pipe. This image confuses Native
                     Americans' traditional use of tobacco for
                     ceremonial and religious purposes with
                     the addictive use of commercial tobacco.
                     It demeans Native American cultures and
                     traditions.
        Typography: So What?

 The typography on the Natural
American Spirit packaging is called
“Neuland” and is a wood-cut style
of typeface. It is often used to
create an “exotic” or “primitive”
look. This is the idea of
“stereotypography” a term coined
by Rob Giampietro; another
subtle way that Native Americans
are exploited through this brand.
Is our type font for this presentation
an example of this “stereotypography?”
From the voice of the “Natural American Spirit” Brand


                           •   They established the Santa Fe Natural
                               Tobacco Company Foundation in
                               1997.
                           •   The non-profit provides grants to
                               preserve, promote and advance
                               American Indian self-sufficiency,
                               language and culture.
                           •   They make donations to such
                               organizations as the American Indian
                               College Fund and the Indigenous
                               Languages Institute.
“Natural American Spirit: Its
Only Natural”


Natural American Spirit advertises
that their tobacco products contain
only whole-leaf tobacco without any
additives.
The company even claims that they
donate a portion of their profits to
Native American charities, an
interesting twist for a company that
so blatantly exploits the “natural”
image of the Native American in its
sales pitch, with cartoon like imagery
and stereotypical, sometimes “red-
faced” statues and images on their
advertisements and in front of their
smoke shops, as seen to the right.

				
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posted:7/15/2011
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