Secluding the Seminoles

Media has forever had an impact on the way race is portrayed. “Because mass media are a major arena where the struggle over national (racial) identity is played out, the lack of any or diverse images of minority groups in mainstream media is both significant and dangerous” (274). For decades, several activist organizations have recorded instances where Latinos, African Americans, and Native Americans have been underrepresented or ignored by the media. Native Americans in large part are a minority, but have a very large disposable income. Regardless, “they have been systematically written out, erased, silenced, and marginalized in any mainstream picture of America” (275). This truthful statement is better represented and understood with the concept of casinos. Native American gaming enterprises are operated on Indian reservations (or tribal lands) throughout the United States. Tribes have sovereignty over these casinos and have the ability to establish these businesses exempt from all state regulations. In the commercial for Seminole casinos, there are no signs that this is owned and run by the Seminole Tribe of Florida. Although the tribe(s) are in complete control, their advertisements are intentionally ambiguous seeking middle road America. They want to preserve anonymity to in turn draw wealthy customers.