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itself is based in Minnesota, the home territory of the fictional Native woman Minnehaha and the real-life legend Hiawatha.Land O’Lakes decided in 1928 to capitalize on this history to sell their product, and have resisted many attempts and petitions by activists to change their logo.
Both examples are important symbols of race that have their roots in historical events, but remain relevant to contemporary Americans.
Native scholar and activist Ward Churchill aptly describes perpetuating and implementing a white supremacist agenda through the spreading of such symbols in his book, From a Native Son: Selected Essays on Indigenism, 1985-1995.
The kneeling of the “Indian maiden” clearly puts her in a position of service to a higher power.
Every aspect of the Native woman in the logo is based on American stereotypes of Natives, from her animal skin outfit and beads, to her headdress and hair style, and even the to the idea of the slender, cheerful and naive Native princess character, epitomized in other infamous portrayals of this archetype such as the wildly inaccurate adaptations of the story of Pocahontas.
Subsequently, it briefly presents the history of the Polish hobbyism movement in Poland, pointing out the historical, social, and psychological circumstances of its development.
In the next part it defines the concept of cultural appropriation and its main types according to James Young (2010).
The name used by the company for this logo is the “Indian maiden,” a term deemed derogatory today, with most Natives preferring the terms “Native peoples” or “first nations.” The term “Indian” to mean the Indigenous nations of the Americas is based upon the European settlers’ mistaken belief they had landed in the West Indies.
The design of the logo on Land O’Lakes butter exploits racist stereotypes of Native American culture and the mascot’s servile pose serves to place both Natives and women into a position of servitude to the customer, presenting them with a product as a servant would.
She bears a bright and cheery smile as she presents the product.
The background of the logo features lakes and pines in a relaxing natural setting. The Land O’Lakes company is one the largest producers of dairy products such as butter and cheese in the United States, and the logo featuring the Native woman has been a mainstay of their butter’s packaging since 1928.