American Indian Culture and Research Journal

This article concerns William F. Cody and his influence in creating the “Sioux” image of the American Indian. It does not attempt to deal with the Siouan stereotyping which has both limited and distanced the native American but rather examines the visual imagery that later developed into that visual stereotypic image. “Buffalo Bill’s” interactions with the Indians appearing in the Wild West were at times lucrative, difficult, patronizing and adventuresome for the Indians, but malice never entered into their association with Cody. Unlike the other Wild West showmen Cody almost exclusively employed Sioux. He did not present a, or the, stereotypic image in his depiction of Indians in his posters or in the ring. He attempted to present an honest lithographic representation of the Indians on his show. The actual process of producing the artwork was carefully monitored by Cody himself. Black and white art studies were approved and final color runs were accepted only with his signature. We may now smirk at the fact that many of the posters depicted Indians charging or galloping in a war whoop, but remember the Indian men representative of those who toured with him, as well as he himself, had participated in the Great Plains Indian Wars. They were braves and chiefs who had fought along with Sitting Bull and Crazy Horse. Even Sitting Bull appeared with him for a time! The role of the equestrian was central to American life at this time and while the posters may seem a bit bombastic they were after all advertisement. Today it’s still hard to get people to spend good money to see a dull show.