A study recently released by the University of Montana has determined that the use of American Indian mascots causes ‘detrimental societal consequences’.
Justin Angle, Associate Professor at the University of Montana School of Business Administration, along with researchers from the University of Washington and Washington State, said the study focused on Native American brand imagery.
“The study focuses on the concept of ethnic brand imagery,” Angle said. “It’s commonly used most prominently in American Indian sports mascots. What we set out to do was examine whether or not they actually active and then perpetuate stereotypes in the broader population. That’s a claim that’s been made time and time again by social commentators, yet, until now, has lacked any empirical support.”
Angle explained how the study was conducted.
“We exposed people to an American Indian mascot they were not familiar with, and they then completed what is called an ‘implicit association test’,” he said. “It measures memory and strength of association over various concepts. We found that after exposure to the American Indian mascot, they exhibited a stronger association of American Indians with the concept of being ‘warlike’. This effect was particularly strong in liberals, more so than in conservatives.”
Angle said the concept of being considered ‘warlike’ is negative.
“We definitely see the concept of being ‘warlike’ as a negative stereotype,” he said. “The notion that exposure to these images strengthens these stereotypes I think adds weight to the already compelling social commentary calling for the retirement as such mascots.”
A pretest survey found the Cleveland Indians as the most offensive mascot, while the Atlanta Braves tested as the least offensive.
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