The Representation of the First Peoples of Canada in Media

The Representation of the First Peoples of Canada in Media

Introduction

Canada is currently the most multi-cultural state ion the world. The country hosts a diverse group of immigrants who have found permanent residence and identity. This is a significant development because five hundred thousand years ago, the only people who occupied the state were the Aboriginal people. The Aboriginal people currently pride themselves on being the first nation of Canada. Despite being the original people of the country, the first people of Canada are still quite underrepresented and misrepresented in media. Media in this context is reviewed as newspapers, social media, film, and television. Over time, there have been various stories have been used to tell the story of the original people of Canada. The indigenous people of Canada have had their tales always told through traditional stories and, in some cases, through articles and research. One of the most effective means through which the indigenous people of Canada have been identified to other audiences is through personal narrative.  This approach has been considered adequately representative as it often gives the facts and actual situation on the ground. The invention of media has over time, however, redesigned the culture of this population, developed stories that fit the interest of the consumers rather than present the people in a way that sustains their identity

The underrepresentation of the group does not only take away their identity but also vanishes them from existence as they seek to conform to the behavior set for them by the media and fall within the expectation. The population of the first people of Canada has been significantly growing over the years. Despite this growth and attempts towards assimilation, indigenous people are still stereotyped. Research shows that the last decade has seen the most number of cases of underrepresentation of the Aboriginal people. In their study, Pierro et al. found that the representation of the first people of Canada has been focused on the themes of conflict, losses, use of drugs such as tobacco, the housing crisis. In 2011, 28% of the stories told about the group portrayed them negatively. In 2012, 33% of the stories told about the indigenous people portrayed them negatively, while in 2013, 39% of the stories told about the group reviewed them negatively. Out of the stories piled, only 26%, 24%, and 20% of the stories told portrayed the people positively in the respective years[1]. Analytically, the perceptions of people of the first people of Canada are becoming thorny as years progress. This essay is based on the thesis that despite the growth in technology, globalization, and focused fight on racism and misrepresentation of ethnic groups, the representation of the first peoples of Canada in media has been marginally positive and broadly negative.

The First Peoples of Canada have been  missing in Mainstream Media since 1980

The growth in information technology has always been thought to benefit every individual across the globe. Through the growing channels of communication, most communities have been provided with the opportunities to freely share their culture with other people within and outside their communities. People have redefined their decision making scope and gained economic strengths. While these are familiar cases with certain communities, Buchholtzer found out that the native communities of Canada are not beneficiaries of these opportunities[2]. The representation of the indigenous people in media has been a concern for most people since 1980. The media has often been perceived as a channel of bridging cultural diversity in countries. While part of that perception has been effective, the media has also played significant roles in widening the gap between modern societies and indigenous societies. There are untold or unresearched historical events which are thought to have significantly affected the indigenous peoples of Canada and which have gained the attention of media in the last decades. These stories should have been used in various media platforms to inform the general public of the identity of the first peoples and help redefine the perception of people about this group. In his article, Buchholtzer notes that the media as been adamant about reviewing these stories or examining the status of the group[3]. The first people of Canada are not healed, reconciled, or integrated into the societies in a manner that sustains their culture while giving them a sense of belonging in the modern world like they should have been represented.

Research shows that efforts made to introduce radio programs that focussed purely on broadcasting the culture, plight, or statuses of the indigenous communities have been thwarted by lack of focussed interest in the group. In the events that the community was discussed in these radio programs, the journalists only selected exclusives and particular topics that would capture the interest of the public[4]. The topics were fragmented, overly simplified, and eventually misrepresented. Radios and Tv channels that were thought to pay significant attention to important top[ics on the culture of the communities are mostly based in Nothern Canada. However, the majority of the general population’s attention has not been captured in this region of the state. The mainstream media is existing in the shortage of important social and cultural information about the indigenous people. As a result, the indigenous group has become victims of unfounded prejudice and stereotypes. The indigenous community is living in persistent fear of losing their culture through the loss of their indigenous language. The indigenous people are identified with at least fifty-three languages. However, over the decades, the c0ommunities have been feeling a sense of departure from their identity. This fear was first inflicted in the community by the government when it introduced the residential schools. The residential schools were intended to educate the young ones from this community, deprive them of their original language and introduce them into the languages that would help them integrate into the community. While it is impeccable a perfect move to integrate communities, it is imperative that the identities of the communities are preserved, and they are accepted for who they are instead of what the general population wants them to be.

The indigenous community has reported emerging imbalances in the communities and the loss of some of its cultural values. Yet, these cries have not been given the needed attention despite the several calls by the members to widen media broadcast on the culture of the community. The government of Canada declared English and French as the official languages[5].Burnaby reports that since the introduction of the official languages, most of the people have been adjusting to fit in. By 2001, only 1% of the population from which the research on language fluency had been carried on reported being fluent in aboriginal languages[6]. The aboriginal community makes up 4.3% of the total population of Canada. While part of the greater shift could have been caused by the forced education and reprogramming the languages of the communities in the residential schools, the population used in this national study seems rather small. Molyneaux et al., in their research, note that a greater population of the indigenous community is still marginalized with a great appreciation to its culture and heritage. The authors, however, note that the indiscriminate use of English and French in all media platforms is overshadowing the original languages of the aboriginal population.  The authors do not obscure the fact that these online tools could be significantly used to disseminate and preserve the culture if they are directed towards that intention[7]. This indicates that the attention to preserving the culture of this community is quite limited. On the other hand, one percent is quite a minimal number indicating that facts about the community are suppressed as a way to absorb them into modern communities. These data from government research often lead to the themes of media about the community. When the media represents these findings,. It further suppresses the facts regarding the community giving the public a false sense of integration when, in reality, the integration process is not a mutual effort from both the indigenous communities and the nation.

The National Scope of Attention to the First People of Canada

Wilson and Morrison note that there has been significant national attention directed towards the Aboriginal people of Canada over the years. Much os the attention has, however, been focused on the conflicts within the communities, and unresolved issues ranging from unattended to promises and the status of the constitution of the communities[8]. The untwisted attention given to this group indicates that the people of Canada are interested in knowing more about the group. At the same time, how the stories of the group are brought to the attention of people indicates that the group is rather a victim of biases, stereotypes, and prejudice. Wilson and Morrison emphasize on this perception by not5ing that most of the questions arising from the people of Canada are seeking answers to the exact things the Aboriginal people want. The generalization element shows that an issue within a community is rather representative of the whole group and not the specific group from which a problem has arisen. In their line of argument, the authors note that most of the questions raised about the group are ill-themed and do not give the actual identity of the group. The Aboriginal people are in several ways unappreciated for what they are and the value they hold in Canada[9]. The problem underlined in this discussion is not only in misrepresentation. It is believed that the Aboriginal people of Canada are also quite underrepresented in Media. Research suggests that when the group is represented, it is often for the wrong reasons. In their research, Nairn, Tim, and Angela found that the indigenous people of Canada missed out on the essential themes in media. A study carried out by the authors to determine the analysis and review of the cases regarding the disappearing and killing of the aboriginal women of Canada found that media engaged these discussions with less enthusiasm, limited ways, and with marginal significance placed on the cases[10]. The journalists covering most of the cases from antiquity into modern media showed a distanced attitude towards the topics.

Racism is still one of the significant challenges the State of Canada is dealing with. Allan and Janet note that racism was one of the primary reasons why indigenous people were colonized[11]. The historical beliefs about the vales of the indigenous people that fuelled their colonization were carried along into the 21^st Century as vividly portrayed in the scope of national presentation of the group. A research Pierro et al. reveals that the perception of the indigenous people has been gaining negative acclamations as time goes on. Wilson and Morrison report that a significant part of the national attention on the first peoples of Canada was focused on the conflicting land issues and the unmet treaties between the community and other communities[12]. In other cases, the nation has been more concerned with the rising cases of tobacco use among the indigenous community, the housing crisis, and the elections. However, the nation cannot be ruled out to have generally focused its attention on unearthing the negativities embedded within the aboriginal communities. Part of the focus has also been directed towards delineating the presenting and persisting problems in the communities that bar the people from progressing. From 2011, research reveals that part of the government’s attention has been on the housing crisis, the establishment of the  National Aboriginal day, residential schools, and deaths at residential schools. These cases are reviewed from a positive perspective because they enlighten the government of some of the chronic issues the aboriginal communities are dealing with.

Through the media examination of the indigenous community of Canada, the government is reported to have taken a keen interest in the need to present the community with a national day aimed at recognizing the culture and heritage of the group[13]. The government of Canada reports that the Canadian constitution is conscious of the three groups of the indigenous community. The communities are thought to have a unique heritage that digs deep into the origin of Canada and holds the economy of the country in place. The special day set to recognize this group as a way of showcasing and selling their beautiful and unique culture. The national Aboriginal Solidarity Day was first launched in Canada in  recognition of the indigenous community in 1982[14]. The first people’s national day was first confirmed in 1995. The National First Peoples day has gained significant media attention over the years prompting the government to make various changes. In 2017, the Prime Minister renamed the National First Peoples Day to National Indigenous People’s Day.

A significant part of the media focus on the first peoples of Canada has been directed towards the residential schools. Data from research by Pierro et al. reveal that three percent of the media’s themes on the community were on residential schools and deaths in the residential schools between 2012 and 2013[15]. Residential schools sponsored by the government but were primarily run by churches. The schools were purposed principally to offer education to the indigenous group and help the youth to integrate into modern Canadian societies. However, this group of students did not receive quality treatment as other students in the contemporary systems did. The consistent review of the community by the media significantly redefined the government’s perception and interest in the group. In May 2018, the Canadian government signed an agreement that would see the government compensate the students who had been confined within the residential schools for the losses and ill-fated incidents that hit the schools several times. The majority of the students were victims of rape, physical abuse, and assaults of various kinds[16]. The government, in its previous attempts to integrate the students, ripped them off of their identity, and suppressed the heritage that gave them meaning. Following the deaths in the residential schools, more than two-thousand children of the indigenous origin lost their lives. The Indian activities have been quite vocal about the events, which eventually led to the calls to reparate the students for the damages thus far inflicted.

The Tone of Media Coverage

The themes of media coverage of the aboriginal people of Canada has gained significant attention over the years. Researchers have turned their attention to analyze the scope and the impacts of the coverage on the people. Research by Pierre et al. reveal that the coverage by the media has been characterized by mixed attention[17]. A great number of the Canadian population has a neutral opinion about the indigenous. This population is made up of individuals with a low appreciation for media, like newspapers, televisions of films. The next group has a highly negative opinion followed by the minor group with a positive opinion of the group. The opinions of the Canadian people about the aboriginal group is largely reflective of the media perception of the indigenous group. A review of the media coverage of the first peoples of Canada reveals that 46% of the coverage stories about the community were neutral in their representation[18]. 28% had a negative portrayal of the community, while 26% had a positive portrayal of the indigenous people. In 2012, the neutrality in the tone had dropped to 43% while the negativity of the tone had grown to 33%. 24% of the portrayal was considered positive. By 2013, a greater part of the media perceived the community much negatively, as 39% of the representation of the people had negative themes. Analytically, the perception of the media, in all its dynamics, from magazines, televisions, radios to social media is growing negatively through the years. This analysis and the facts presented in literature confirms the thesis of this research that globalization and growth in communication technology, has worsened the perception of people of Canada about the indigenous group. This increase in incidences of stereotype and prejudice is significantly fueled by the negative ways in which the media presents this community to the common people.

Literature suggests that this group has not only been misrepresented. It has also suffered wide underrepresentation in media. It is not often that the indigenous people of Canada capture the attention of the media or the elites of society. Between 2010 and 2013, there were however wide coverage incidences witnessed[19]. Pierro, et al.  report that these coverages were triggered by certain events which captured the attention of media outlets. In mid-2010, the government of Canada had announced that the first nation was to be freed of any tax burden on harmonized tax sales[20]. In 2011, there were various cases of corruption to which the premier of Canada had issued an order of investigation towards. Following the housing crisis in Attawapiskat’s first nation, the government placed the Attawapiskat under third party management. In 2012, Shawn Atleo was re-elected into the First Nations Assembly. In 2013, the Aboriginal carried out a protest in the streets, grabbing the attention of the nation. Analytically, most of these events leading to coverage of the incidences in the lives of the community were of national interest. The events either affected the government in certain ways or interfered with peace of the country like in the caser of protests that led to the blocking of traffic lights. Under normal situations, the aboriginal communities are masked or totally left out of media coverage.

The Effects of Media Representation on the First Peoples of Canada

Melissa notes that over the years, there has been a build-up in mistreat in journalists among the aboriginal communities. Some researchers have failed to give the facts about the communities. Others have twisted the facts for their own gain, while others have focussed purely on the problems emanating from the communities without crafting any solutions to the problems[21]. These presented twists in realities and diverted attention have given rise to the numerous stereotypes and prejudices, making rounds about the first peoples of Canada. Even research is thought to have focussed more on the negative attitudes and gave little or no information on positive attitudes. Within the negativities are positive stories that can be quite essential in preserving the culture of the community and responding to the challenges faced by the people. Some of the themes of the coverages for the last decade have been on contraband tobacco, school deaths, the housing crises, and the National Aboriginal Day. When these stories are emphasized in media, they create a need to act on the issues and find solutions to the community. Reports indicate that the emphasis given on these topics has prompted the government to take some action. For instance, the government sought to reparate the students who were affected by the residential schools in various ways. Recent movements by the government to exclude the community from harmonized sales tax is thought to create an opportunity for the communities to expand their economic strength. Analytically, this is a harmonious way of integrating the indigenous communities into modern communities.

From a broader perspective, the misrepresentation and underrepresentation of the communities in media have widened the gap between the new communities and the aboriginal communities. The economies of the indigenous communities are quite low. Most of the members of the communities are still marginalized and isolated from the national scope in attempts to preserve their identity and culture. The inadequate representation of the communities in media is depriving the communities of the opportunities to showcase and disseminate their culture to other communities. Culture has, in most countries, been used as a source of revenue from both exports and imports. When the community is excluded and suppressed, not only is the community missing out pon the opportunity to be part of the nation and the world. The national economy is missing out on quite a lot of benefits that could be derived from promoting the culture. The communities need the proceed from this cultural dissemination to grow their economy. Additionally, when the community is misrepresented continuously and underrepresented, it limits researchers from compiling any valid and factual data on the community that can be used to tailor help to the community. For instance, when reports on modern language appreciation on the community are crafted to meet the interest of the government or the general public, it becomes hard for programs to be established to preserve the original languages of the communities. This is partly because the government and the authorities involved fail to see the essence of preserving a culture that is presumably suppressed. The limited representation of the people is also limiting the ability of the country to get in touch with the actual situation of the people. As a result, the desired help cannot be expertly tailored to the community.

Solutions to the Misrepresentation and Underrepresentation of the First Peoples in Media

The media should start focussing on giving the indigenous communities an audience. These communities are founded on beautiful culture and heritages that present significant advantages to the nation and the aboriginal communities. Considerably, what the media has been feeding consumers is significantly modeling the perception of the consumers in the exact tone the media uses on the communities. Research suggests that the representations are works of individual or groups of journalists with individual interests. It is imperative that the authorities in charge of these media outlets need to screen the information and balance between the positive and negative themes to give the consumers information that is factual and intended to integrate the communities rather than disintegrate them further. The public or intended consumers of the negative themes can boycott the radio or tv programs that only major on the negativities within one community without giving solutions to the problems and issues of concern. Policymakers need to identify ignored areas of research about the community and tailor resources towards the investigations. Further research must be done on how the communities can be integrated into modernity without eliminating their identity and fragmenting their cultures. The majority of media personalities still lack professional development knowledge. Professional development and training courses should be provided to media personalities. Media producers should emphasize on the need to shift the themes to essential cultural and matters affecting the community.

Conclusion

This analysis was based on the thesis that negative themes have dominated the representation of the First peoples of Canada on media. However, within the negative themes are embedded some positive themes which have been identified and the results tailored towards assisting the communities. This research has established that the indigenous community has quite been neglected in media representation. However, whenever they represented, it is, in most cases, for the wrong reasons and arising issues in the communities. Analytically, the underrepresentation has deprived the community of the tools and opportunities to disseminate their culture. The misrepresentation, on the other hand, has quite modified the public perception of the general public to congruently match the perception of the media about the indigenous communities. Through the exploration of the impact of the media representation on the community, it has been established that the representation affects the community both positively and negatively. The positivity is underlined in the fact that the media avails the challenges facing the community to the government, after which positive actions are taken to change the situation of the communities. The research has also detailed some of the considerations that can be adhered to reduce the misrepresentation and underrepresentation of the community in media.

Bibliography

Allan, Billie, and Smylie, Janet. “First Peoples, Second Class Treatment: The Role of Racism in the Health and Well-being of Indigenous Peoples in Canada.” 2015: 1-64.

Buchholtzer, Guy P. “Missing: Where are First Nations in National Media.” Cultural Survival Quarterly Magazine, 2005.

Burnaby, Barbara Jane. “Language Policy and Education in Canada.” 2008: 331-341.

Cultural Survival. “Canada agrees to Reparations for all Residential School students.” 2018.

Government of Canada. “About National Indigenous Peoples Day.” 2019.

Melissa, Sweet. “Cause or effect? How the media affects indigenous people.” 2009.

Molyneaux, Heather, O’Donnell Susan, Kakekaspan Crystal, Walmark Brian, and Budka Philipp. “Social Media in Remote First Nation Communities.” Canadian Journal of Communication, 2014: 275-288.

Nairn, Raymond, McCreanor Tim, and Barnes Moewaka Angela. “Mass media Representation of Indigenous People.” MURF Report, 2017: 1-85.

Pierro, Robin, Jorge Barrera, Cindy Blackstock, Robert Harding, Duncan McCue, and Mike Metatawabin. “Buried Voices: Media Coverage of Aboriginal Issues in Ontario.” Media Monitoring Report: 2010-2013, 2013: 1-23.

Wilson, Rodrick C, and Bruce R Morrison. Native Peoples: Canadian Experience. Ontario: Oxford University Press, 2004.

[1] Pierro, Robin, Jorge Barrera, Cindy Blackstock, Robert Harding, Duncan McCue, and Mike Metatawabin. “Buried Voices: Media Coverage of Aboriginal Issues in Ontario.” Media Monitoring Report: 2010-2013, p.9

[2] Buchholtzer, Guy P. “Missing: Where are First Nations in National Media.” Cultural Survival Quarterly Magazine, 2005. n.pag

[3] Ibid (n.pag)

[4] Buchholtzer, Guy P. “Missing: Where are First Nations in National Media.” Cultural Survival Quarterly Magazine, 2005. n.pag

[5] Burnaby, Barbara Jane. “Language Policy and Education in Canada.” 2008: p.1

[6] Ibid (p.1)

[7] Molyneaux, Heather, O’Donnell Susan, Kakekaspan Crystal, Walmark Brian, and Budka Philipp. “Social Media in Remote First Nation Communities.” Canadian Journal of Communication, 2014: 278

[8] Wilson, Rodrick C, and Bruce R Morrison. Native Peoples: Canadian Experience. Ontario: Oxford University Press, 2004. P.2.

[9] Ibid (p.2)

[10] Nairn, Raymond, McCreanor Tim, and Barnes Moewaka Angela. “Mass media Representation of Indigenous People.” P. 29.

[11] Allan, Billie, and Smylie Janet. “First Peoples, Second Class Treatment: The Role of Racism in the Health and Well-being of Indigenous Peoples in Canada.” P.1

[12] Wilson, Rodrick C, and Bruce R Morrison. Native Peoples: Canadian Experience. Ontario: Oxford University Press, 2004. P.3.

[13] Government of Canada. “About National Indigenous Peoples Day.” 2019. n.pag.

[14] Ibid

[15] Pierro, Robin, Jorge Barrera, Cindy Blackstock, Robert Harding, Duncan McCue, and Mike Metatawabin. “Buried Voices: Media Coverage of Aboriginal Issues in Ontario.” Media Monitoring Report: 2010-2013, 2013: p. 6-7.

[16] of Cultural Survival. “Canada agrees to Reparations for all Residential School students.” 2018. n.pag

[17] Pierro, Robin, Jorge Barrera, Cindy Blackstock, Robert Harding, Duncan McCue, and Mike Metatawabin. “Buried Voices: Media Coverage of Aboriginal Issues in Ontario.” Media Monitoring Report: 2010-2013, 2013: p. 6-9

[18] Ibid (p.7)

[19] Ibid (p.7-9)

[20] Ibid (p.10)

[21] Melissa, Sweet. “Cause or effect? How the media affects indigenous people.” 2009. n.pag