Transformations of the American Indian stereotype in the media discourse of the United States

Media discourse functions as an intermediary in propagating and changing of stereotypes. Stereotypes are linguistically expressed through lexical units that classify and elucidate categories within the social realm, along with utterances that either assign or refute particular attributes to individuals and groups. Ethnic stereotypes arise in the process of communication among individuals from different cultural backgrounds in the perspective their external and behavioral distinctions. The significance of examining transformations in the verbal expression of ethnic stereotypes within media discourse is conditioned by their influential role in shaping perceptions of ethnic groups and facilitating effective communication. This article aims to showcase the findings of the study of changes in the verbal representation of the ethnic stereotype of American Indians within US media discourse in its diversity, represented by periodicals, print and digital publications, films and advertising. The novelty of the work lies in the study of changes in the media portrayal of American Indians, particularly the connotative alterations in their designations and the shifting evaluations of this ethnic group in American media narratives. The research methodology is based on a discourse-centered approach, which regards communication as a social interaction within the historically formed system of human knowledge. Content analysis, contextual and interpretive analysis, and linguocultural analysis were applied in the research. As a result of the research, 3 stages of media stereotyping of American Indians in the diachronic aspect are identified. The first stage covers the formation and functioning of the negative stereotype of the savage. The second stage is characterised by ambivalence in the assessment of the stereotype of Indians. The third stage is defined by the recognition of the unfair treatment of Indians and respect for their cultural heritage. The perspective of further research is seen in the study of the transformations of verbalized ethnic stereotypes in other linguistic cultures and the study of the influence of ethnic stereotypes on discursive practices and intercultural communication.