American Indian Culture and Research Journal

INTRODUCTION The subject of American Indian stereotypes has received considerable attention in Native American Studies literature. A survey of some of this literature reveals a number of general conclusions concerning Indian stereotypes ("images"). First, stereotypes of Indians appear in several domains of American culture: arts and literature; education (particularly textbooks); mass media (especially movies, television, and comics); sports and recreation; and commercial advertising. Second, the stereotypes that non-Indians hold of Indians are multi-dimensional. That is, they refer to an array of characterizations of Indians regarding their culture, history, physical appearance, status and role, psychological makeup, motivation, and capabilities. Third, Indian stereotypes have been shown to be dynamic and variable, changing in form and prevalence depending upon historical and socio-cultural circumstances. Fourth, until quite recently, the dominant stereotypes of Indians have tended to be negative, inaccurate, self-seeking, or in other ways misleading, the result of which has been an ethnocentric and prejudiced view of Native American culture, history, and people.