The S-Word: Discourse, Stereotypes, and the American Indian Woman

What's in a name? Plenty when it comes to the ability of words to establish identity. In 2005 in Oregon, for example, 142 land features carried the name “squaw”—Squaw Gulch, Squaw Butte, Squaw Meadows, and Squaw Flat Reservoir (U.S. Geological Survey, 2008 U.S. Geological Survey . ( 2008 ). Retrieved August 4, 2008, from http://geonames.usgs.gov [Google Scholar]). This article examines the term squaw, its presentation in popular culture, and how this framing constructs Native womanhood in the public imagination. Two primary representations are revealed in the discourse defining squaw: as sexual punching bag and as drudge. The opinions and attitudes of reporters, citizens (Indian and non-Indian), government officials, agencies, and tribal representatives are included as reflected in journalistic accounts of the land form debate about the use and meaning of the label squaw. The psychological impact of this racial and sexual slur has a significant negative impact on quality of life, perceptions, and opportunities for Native American women (ethnostress) due to the consistent use and reification of the squaw stereotype through more than 400 years of U.S. history. This article is written as part of a larger body of work that argues for an expansion of Schroeder and Borgerson's (2005 Schroeder , J. E. , & Borgerson , J. L. ( 2005 ). An ethics of representation for international marketing communication . International Marketing Communication , 22 , 578 – 600 . [Google Scholar], 2008 Schroeder , J. E. , & Borgerson , J. L. ( 2008 ). Building an ethics of visual representation: Contesting epistemic closure in marketing communication . In M. Painter-Morland & P. Werhane (Eds.), Cutting-edge issues in business ethics (pp. 88 – 107 ). New York : Springer . [Google Scholar]) representational ethics of images to include words.