Digital Visibility & Native Nations: How Online Storytelling Strengthens Sovereignty

Welcome to my first blog! In this blog I will be addressing the topic of digital visibility in Native Nations. A topic that has piqued my interest within the past few months as I have gotten a small bit of insight as to what that means for nations. Within the 10 months I’ve been at my internship as a marketer for the Office of Native American Advancement and Tribal Engagement (NAATE) at the University of Arizona, I have had the opportunity to explore how tribes function. 

So Why Does Digital Visibility Matter for Native Nations? 

Many tribes stick to the older ways and are slowly adapting to the new digital world. Now, why does this matter in Native Nations? Digital visibility matters in Native Nations because for a long time Native Americans have been either excluded or inaccurately represented in mainstream media. There are hundreds of Native Nations in the United States, and each one is totally unique. Each nation has their own story to tell. By having a strong online presence, tribes are able to tell their stories, in their own way. 

Communication through digital platforms creates awareness and recognition for these nations. Additionally, not only externally but also internally, online visibility supports tribal sovereignty. In many tribes, Tribal governments use websites and social media to market their services, programs, community opportunities, their governance, and much more. 

How do Native Nations Use Digital Marketing?

One of the main ways Tribes use digital marketing is through websites. Within my marketing internship with the NAATE office, I have had to do research on various tribes which entailed scouring through their official websites. Through these research experiences I’ve had the opportunity to gain a wide range of user experiences. Some sites were easy to navigate, clean looking, and updated while others were very out dated, hard to read through, and boring. It is so important that these official websites for tribes are evolving with the digital age, especially if they serve as a main source of information for tribal members. 

Another way Native Nations are using digital marketing is through social media. When I first began to see my own tribal offices utilizing platforms like instagram and facebook I thought it was a bit silly to see. Silly because these were official offices running accounts and prior to my perspective now, social media was an outlet where people expressed themselves, I saw it as a social new source where I could keep up with friends and family. Social media has now evolved into a main source of communication and where so many people get their news from. Nations have taken that to their advantage. It is now an opportunity for nations to connect with their youth, give community updates, promote events, and very importantly promote native languages. 

The Power of Digital Storytelling

Nations are now using digital marketing to help reshape narratives. One of the most important and urgent issues in Native Nations is preserving native languages. Many Native American languages are at risk of dying out. Language is essential to Native ways of life, language IS life. When language is lost, identity is lost. Language is very critical because it serves as a way to pass down knowledge, communicate with elders, and keep traditions and ongoing customs alive.  

Native Nations are using marketing efforts like social media channels, radio, and podcasts to promote their languages. They do this by marketing a “word of the day” in their language, hosting podcast episodes solely in their language, and teaching through these channels. Some people may not have access to someone who is fluent in their native tongue to teach them so these digital resources can be seen and serve as a vital piece for language restoration. 

Best Practices for Culturally Respectful Marketing

I cannot express enough how important it is to make sure that when marketing efforts include Native Nations and cultures, that marketers are being 200% careful that they are honoring them in the right way. This includes having: 

1. Authentic Storytelling 

2. Community-led content 

3. Avoiding tokenization 

4. Prioritizing Native Languages and Knowledge

Brands find themselves falling short when they have surface level recognition, reinforce stereotypes, don't have consistent representation, and when they don’t integrate indigenous leadership in campaigns. 

Not Just Branding

Digital Storytelling in Native Nations isn’t just branding, it actually is very far from that. It is a way to showcase sovereignty through communication channels. Tribes are not just simply promoting opportunities and sharing updates, they are shaping the narrative on who they are and how they are represented. Every website update, language conversation, and social media post become apart of a larger movement towards awareness and cultural preservation. Digital visibility helps ensure that future generations can stay connected whether they live on or off the reservation. And for the outside world, it opens the door to understand that Native Nations are sovereign communities. 

Digital Storytelling is a powerful tool.