International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Adapting Erving Goffman’s “Gender Advertisements”to Interpret Popular Sport Depictions of American Indians
John Paul, Eric Sheets

This study focuses on ethnic depictions of American Indians drawn from visual images of popular sports culture. In specific, we analyze the imagery of community sporting institutions (high school, college and professional teams) for insight into cultural expectations of Native Americans’ social behaviors and social arrangements. As a conceptual and experimental piece, we employ the theoretical definitions of Goffman's (1976) Gender Advertisements to enable the reading and interpretation of the social codes underlining these American Indian ethnic depictions

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