Contemporization of Culture: Navigating Traditional Storytelling through Modern Media

In an age where technology rapidly evolves, the art of storytelling remains a vital bridge to our cultures, traditions, and histories. Yet, for Indigenous communities, storytelling carries a deeper resonance—it’s an enduring method of preserving identity, sharing values, and honoring ancestral knowledge. Today, as the digital landscape transforms, Indigenous storytellers are exploring how to keep these traditions alive while making them accessible in new ways. In this guide, we delve into the “Contemporization of Culture,” examining how Indigenous voices are navigating the intersections of traditional storytelling and modern media. Discover how these creators balance the sacred with the innovative, bringing centuries-old wisdom into contemporary spaces to connect with both Indigenous and non-Indigenous audiences.When creating content about Indigenous communities, it’s essential to understand that Indigenous peoples in Canada are not a homogenous group. Each nation has distinct identities, cultures, and experiences. Here’s a breakdown of the main groups:

First Nations:

First Nations are Canada’s first peoples, comparable to Native Americans in the United States. There are over 634 recognized First Nations governments or bands across Canada, each with its own unique culture, language, and practices. These communities vary significantly across the country, reflecting diverse ways of life that have evolved over thousands of years.

Inuit:

The Inuit are Indigenous peoples native to the Arctic regions of Canada (including the Northwest Territories, Nunavut, northern Quebec, and northern Labrador), as well as Greenland, Alaska, and parts of Russia. They trace their roots to a broader group known as the Thule culture, which emerged around 1000 AD, but their ancestors arrived in Canada and Alaska as far back as 4,000 years ago. The term “Eskimos” has been used pejoratively to describe this group, but it is considered outdated and offensive. Inuit culture is distinct, deeply connected to the Arctic environment, and characterized by vibrant traditions and practices.

Métis:

The Métis are a distinct Indigenous group that emerged during the 18th and 19th centuries in the Red River region of Manitoba through a process of ethnogenesis. They are descended from European fur traders and Indigenous peoples. While it is a common misconception that “Métis” refers to anyone of mixed Indigenous and European ancestry, formal recognition as Métis requires descent from this specific lineage and region. Despite some Métis individuals appearing white, they have faced significant challenges, including displacement and exclusion, resulting in lasting economic disparities.

Reconciliation:

An ongoing process aimed at repairing relationships between Indigenous and non-Indigenous communities. It involves acknowledging historical injustices, fostering truth-telling, and taking meaningful actions toward justice, cultural revitalization, and mutual respect.

Residential Schools:

In Canada, residential schools were government-funded and church-run institutions that forcibly assimilated Indigenous children by removing them from their families and suppressing their languages, cultures, and identities. This led to widespread abuse and long-lasting trauma.

The 94 Calls to Action:

Issued by the Truth and Reconciliation Commission (TRC), the 94 Calls to Action are a set of recommendations to address the legacy of residential schools and promote reconciliation between Indigenous and non-Indigenous peoples in Canada. These calls aim to drive policy changes, enhance education, and implement justice reforms.

No single person can represent the entire Indigenous experience. The term “Indigenous” is broad and dynamic, encompassing numerous cultures, languages, and histories. While individuals can offer their perspectives, there is no one way to define the Indigenous experience across Canada. Each community and individual has their own unique story, shaped by specific histories, environments, and traditions.

When creating Indigenous content, it’s important to approach storytelling with respect. Authentic Indigenous stories can only be told by the communities themselves. Non-Indigenous individuals can, however, collaborate to highlight creative and innovative ways to amplify these voices, ensuring that these rich stories reach a wider audience. This is essential for supporting meaningful dialogue and cultural preservation.

One of the most valuable realizations is understanding that it’s okay not to know everything. This encourages open and honest engagement. In today’s climate, there is growing interest in Indigenous topics, but many people hesitate to ask questions for fear of making mistakes. However, respectful learning spaces exist to support dialogue and offer Indigenous peoples a platform that hasn’t always been available.

From experience traveling to Indigenous communities across Turtle Island and beyond, it’s clear that Indigenous cultures are incredibly diverse. For example, British Columbia alone has over 200 distinct nations, each with different languages and practices. A member of the Musqueam Nation on the West Coast may not be familiar with the nuances of Mi’kmaq culture in the East. Much of this knowledge is passed down through oral histories and isn’t something you can simply Google.

This diversity should reassure non-Indigenous people because the hesitation to ask questions exists within Indigenous communities too. Even within an all-Indigenous marketing team, members often seek clarification from each other, as they come from different cultural backgrounds. It’s also important to remember that “Indigenous” encompasses not just First Nations, but also Métis and Inuit peoples, each with their own distinct cultures. Every interaction is an opportunity to learn, so set aside your ego, and bring your listening ears.

“Nothing About Us Without Us”:

This mantra, originating in the disability rights movement, has been adopted by Indigenous communities worldwide. It emphasizes that Indigenous people must be at the center of any discussions, decisions, or representations about their lives, cultures, and histories. When creating Indigenous content—whether in tourism, media, education, or policy—this principle serves as a safeguard against misrepresentation, tokenization, and appropriation.

Overcoming Barriers Through Engagement:

One of the biggest challenges in content creation is finding ways to resonate with non-Indigenous audiences while maintaining authenticity. A common barrier for many consumers is fear—fear of misunderstanding, offending, or engaging with something unfamiliar. Addressing this involves simplifying complex topics into accessible, high-level content without sacrificing nuance.

Educational Content as a Bridge:

As part of a digital strategy, incorporating comprehensive educational resources can engage audiences by providing informative and approachable content. This might seem unconventional for sectors like tourism, but these posts often generate high engagement. Audiences are eager to learn, and leveraging that curiosity can be a key to success.

Here are some examples of educational posts from Destination Indigenous:

National Day for Truth and Reconciliation 2024

National Indigenous Peoples Day 2024

Pow Wow 101 Guide

Balance High-Production and Relatable Content (You’re Allowed to Have Fun!):
While high-quality production pieces are crucial, it’s also important to include lighthearted, approachable content. Indigenous cultures are multifaceted and include humor, playfulness, and warmth. Some of the most successful digital content is not serious or ceremonial but rather captures the everyday joys and humor within Indigenous communities.

Develop Content With Community Input:

Collaborate directly with Indigenous voices to ensure authentic representation. Every piece should reflect the community’s perspectives and stories, not just an outsider’s interpretation.

Provide Multiple Access Points:

High-level, concise messaging works well for social media, but deeper dives should be available on blogs, videos, or educational resources. Guide users to these platforms for a more comprehensive understanding.

Use Analytics to Adapt:

Monitor engagement metrics to identify what content resonates. For example, “saved” posts on social media can indicate that audiences find value and want to revisit the content, suggesting a need for more educational, resource-based posts.

Trigger Warnings:

Trigger warnings are essential for content related to Indian Residential Schools because this topic can evoke deep emotional responses and distress, especially for Indigenous individuals and communities directly affected by the legacy of these institutions. The history of residential schools involves trauma, forced assimilation, cultural loss, and ongoing intergenerational impacts. By including a trigger warning, we provide an opportunity for readers to prepare themselves emotionally, decide if they wish to engage with the content, or seek support. This practice fosters a respectful and considerate environment when addressing sensitive topics.

Example of a Trigger Warning:

**CONTENT/TRIGGER WARNING**: Mentions of Indian Residential Schools, Assimilation, Ongoing Harm, Colonial Impacts.

Additionally, it’s important to offer resources for those who may need support. The Indian Residential Schools Crisis Line is available 24-hours a day for anyone experiencing pain or distress related to their Residential School experience. For immediate support, please call 1-800-721-0066.

Leverage Reach to Incentivize Collaboration and Authenticity:

When seeking to create authentic Indigenous content, consider leveraging your platform’s reach as an incentive for collaboration with Indigenous organizations and communities. By offering to amplify their voices, you can help bring greater visibility to their stories, projects, and initiatives. This approach ensures authenticity while providing tangible benefits to Indigenous partners, fostering a collaborative relationship based on mutual respect and shared goals.

This section offers foundational advice for avoiding common linguistic missteps, though it is not a comprehensive resource on appropriate language and terminology. For an in-depth look at Indigenous language usage, see The Elements of Indigenous Style by Gregory Younging (Brush Education). This guide aims to help writers make more respectful choices, avoid reinforcing stereotypes or inaccuracies, and refrain from breaching Indigenous Protocols.

Use the Present Tense
Indigenous Peoples are not historical artifacts; they are current, diverse, and vibrant. Avoid using the past tense when discussing their cultures and practices.
Instead of: “They practiced ceremonies.”
Use: “They practice Ceremonies.”

Acknowledge Indigenous Agency
Avoid language that implies Indigenous Peoples lacked control over their own affairs.
Instead of: “The numbered treaties gave First Nations reserves, education, and health care.”
Use: “First Nations negotiated the numbered treaties to secure reserves, education, and health care.”

Avoid Possessive Language
Canada does not “own” its Indigenous Peoples.
Instead of: “Canada’s First Nations”
Use: “Indigenous Peoples in Canada” or “First Nations, Métis, and Inuit Peoples in Canada.”

Acknowledge Indigenous History
Avoid erasing Indigenous presence by only referring to colonial history.
Example: Instead of “Miette Hot Springs has been around since the early 1900s,” recognize the longer history:
Improved version: “Prior to the aquacourt construction in the 1930s, Indigenous Peoples used the springs for healing and spiritual purposes, with Nations like the Stoney First Nation and Keeseekoowenin Ojibwa utilizing the area for millennia.”

Treat Indigenous Knowledge with Respect
Indigenous Oral Traditions and Traditional Knowledge are intellectual property. Seek permission before sharing such knowledge, as you would with any copyrighted material.

Allow Time for Consultation
If seeking consent for sharing Traditional Knowledge, be aware that consultation may take time and requires community engagement.

Collaborate and Seek Permission
If writing about Indigenous cultures, contact and collaborate with Indigenous representatives. Respect that some knowledge may be sacred, gender-specific, or seasonal.

Avoid Repeating Stereotypes or Offensive Language
Verify your sources, particularly if written by non-Indigenous authors, to ensure you aren’t inadvertently repeating inaccuracies.

Prioritize Indigenous Style over Canadian Press Style
Capitalization may differ in Indigenous Style to honor terms significant to Indigenous Peoples. For example, capitalize terms such as “Elder,” “Oral Tradition,” “Clan,” “Traditional Knowledge,” “Indigenous Right,” and “Treaty Right.”

Honor the Role of Elders
Elders are key holders of knowledge and advisors within Indigenous communities. Acknowledge their unique role when referencing Traditional Knowledge.

Respect Diversity Within Indigenous Peoples
There are distinct Nations across Canada, including Inuit, Métis, and over 634 different First Nations. Avoid generalizations, and strive to be as specific as possible.

Recognize Cultural Evolution
Indigenous cultures are dynamic and adaptive. Avoid implying that a person’s lifestyle dictates their cultural authenticity; Indigenous Peoples embrace both tradition and modernity.

**NOTE: This style guide is specific to Indigenous Peoples in Canada. Guidelines may differ in other countries and cultural contexts.

When citing Traditional Knowledge or Oral Traditions of Indigenous Peoples in APA Style (7th Edition), it is important to recognize the unique nature of these sources. Unlike conventional published materials, traditional knowledge and oral traditions may not be recorded in written form or accessible through typical academic channels. However, these sources are valuable and credible forms of knowledge that require appropriate citation and respectful acknowledgment. Here are key guidelines for citing these sources:

Identify the Source: Begin by consulting with the knowledge keeper, elder, or community member who shared the information. Obtain their consent and understand how they wish to be acknowledged. Include details like their name, Indigenous group affiliation, and location if it is appropriate.

Personal Communication: Since traditional knowledge and oral traditions are often shared directly and not published, they are cited as personal communications. In APA style, personal communications are referenced in the in-text citation but not included in the reference list.

In-text citation format: (First Name Last Name, Indigenous group affiliation, personal communication, Date)
Example**: (Elder Mary Thomas, Nlaka’pamux Nation, personal communication, April 15, 2023)

Respect and Consent: Always seek explicit permission from the person sharing the knowledge before citing their contributions. Some knowledge may be considered sacred or sensitive, and permission to share it should not be assumed.

Provide Context: When writing about traditional knowledge or oral traditions, provide context to ensure respectful representation. Explain the background, including the role of the knowledge keeper and the importance of the information shared.

Citing Published Indigenous Knowledge: If the traditional knowledge is found in a published source (such as books, articles, or reports), follow standard APA citation guidelines for that type of publication, ensuring to recognize the Indigenous author(s) or community accurately.

Presenting ceremonial tobacco in Indigenous contexts in Canada is a meaningful gesture with deep cultural significance, especially when it comes to building respectful relationships or asking for guidance, prayers, or teachings from an Elder or Knowledge Keeper. Here’s a respectful approach to presenting ceremonial tobacco:

Indigenous peoples are not a monolithic group, and Indigenous stories are as diverse as the communities they come from. By recognizing this, content creators can approach Indigenous content creation with respect, humility, and a willingness to learn, ensuring that authentic and dynamic stories are shared with the world.

This guide serves as a starting point. For more detailed technical references and examples, please refer to the companion resource guide. As you engage in this work, remember: leave your ego at the door, and listen carefully. Authentic representation begins with respect and collaboration.

Below are additional links to content referenced in the Contemporization of Culture panel at SEE 2024:

The International Indigenous Tourism Conference 2025

Nations Magazine

The Original Original Series

Nagamo Indigenous Music Library

Building Bridges with Indigenous Tourism (E-Book in collaboration with Crowdriff)

Zane’s Digital Business Card