Native American Cultural Identity through Imagery: An Activity Theory Approach to Image-Power

Abstract

The American Indian and Alaska Native (AIAN) community stands poised to take control of their cultural imagery and image-power through image-heavy social media platforms. Extant research demon- strates the high level of use of social media in AIAN communities, creating the opportunity to overcome negative representation by mass media in the past. However, despite evidence of social media use for cultural preservation, little is known about the exact ways in which image-power is managed. This exploratory study seeks to illuminate the ways in which advocates are presenting imagery, using a qualitative image analysis of advocates’ Instagram posts. Using an Activity Theory framework, particularly the construct of division of labor, we identify a novel taxonomy of imagery cate- gories and advocate roles. The roles, namely Informing, Rallying, Identifying, and Interacting, contribute to our understanding of the relationship between AIAN advocates and imagery, and the mediat- ing effects image-heavy social media platforms and advocate roles have on this relationship. Our findings also contribute to scholar- ship applying Activity Theory in the study of online communities. In particular, our findings delineate roles among material sharers within the construct of Division of Labor.