Deciphering Pocahontas: Unpackaging the commodification of a native American woman

  title={Deciphering Pocahontas: Unpackaging the commodification of a native American woman},
  author={Kent A. Ono and D. Buescher},
  journal={Critical Studies in Media Communication},
  pages={23 - 43}
This essay examines the commodification of Pocahontas surrounding the 1995 Disney film. Pocahontas. Through an examination of Pocahontas products and popular cultural discourses about Pocahontas, the essay develops a theory of the “cipher”; as a late‐capitalist commodity form. Theorization of the cipher helps explain how companies market a field of goods in relationship to a single product, such as a film. Marketing campaigns draw on generic forms and figures that can be easily reproduced and… Expand
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