In the past decade, more and more high schools and universities have stopped using Native American logos and mascots. But professional sports is a different story. The answer can be found in a simple business principle, return on investment (ROI). As long as institutional racism produces a hefty ROI, look for it to continue. Once the point of diminishing returns is reached, then we can look for the possibility of change. Exhibit A. A few days ago, Bruce Allen, general manager of the Washington Redskins, made it clear that there were no plans to change the name of the team. Why not change a name that many feel disparages Native Americans, you might ask. According to Allen, “We’re 81 years old. There’s nothing that we feel is offensive, and we’re proud of our history.” I assume that “we” refers to upper-level management.” The Redskins have repeatedly maintained that the name is not meant to be offensive.
Allen’s line of reasoning somehow glosses over the crucial distinction between intent and impact. Good intentions do not necessarily produce good results. For example, I cannot begin to recount how many times I have heard the word “retard” used by good people with good intentions.
At this point, business, not ethical considerations, is the driving force behind change. Can you imagine if RGIII, an emerging superstar at quarterback and the face of this franchise, made it clear that he felt the name was racist? Maybe not all that different than calling the Superbowl Champions the Baltimore Blackskins? Better yet, how about if RGIII made it clear that he would seek a trade if the name was not changed? Or imagine the response if fans boycotted the Redskins en masse. Unfortunately, love for our football team typically supersedes ethical considerations.
As long as the Redskins remain a highly profitable business, they will continue to deal with concerns about their name as they always have. As an annoyance that must be formally addressed every so often.
The challenge today is to find something that is not offensive to someone. The name has been in place for many years if it is offensive to most Indians then the name should be changed. However if it is only a few that are offended it should remain the same.
The Washington team is the second biggest grossing team in football. Their name is a remnant of the legacy of former owner George Preston Marshall who was the last NFL owner to integrate his team. The number one biggest franchise in America is the Dallas Cowboys. Quick…What does one associate with the image of a cowboy? If you imagined Indian killer then you were probably born in the era that spawned all this imagery. Conquest of the “Redskin” is part of the quintessential meaning of “American.” American is a very exclusive term and easily exploited for profit.