Challenges to the Representation of Australian Identity in Media: A Case Study of 'Red Dog'

This article analyzes the challenges faced by the representation of Australian identity in media, using the movie 'Red Dog' as a case study. It discusses how the movie constructs a different image of Australians and challenges their actual identity, and how this affects the indigenous identity of the Australians. The article also highlights the impact of media on people's lifestyle and the need to protect the indigenous identity of the Australians.

MARKETING AND MEDIA

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Media all around the world showcase the people’s identity in an exaggerated manner
(Forsey and Low, 2014). It has been seen that the actual representation of societies all across
the globe is somehow tampered by the Australian media. This can be very often seen in the
case of Australian film and media where the “Australianess” is constructed in a very different
way as what actually Australians are. The original Australianess is often challenged in
Australian media. This can easily be seen in the case of movie ‘Red Dog’. The major part of
the movie revolves around the dog and its owner. While showcasing the dog and its owner
the film portray an image of the person in a very different way as it seem to be more
constructed than what could possibly be. While portraying the representation of Australians,
the film goes one step ahead where the owner John takes a beer very often at every
opportunity he has. This is different from what actually an Australian person is like since it is
likely not usual that a man have a beer to celebrate an occasion or just for a meal. The movie
also illustrates the image of the Australian Hamersley Iron boys to be as such that they drink
at the pub every day. This is a challenge to the Australianess.
Another representation in this regard is when the boy was at the beach and they were having
steak on the barbecue. This is again a challenge to the identity as the Australians were
stereotyped as the barbecue cooking and sun loving people (Korff, 2017).
Apart from this women Nancy’s job of a secretary show that even when this movie has a
modern background by the women secretaries were stereotyped as old job professional.
Adding to this Australians is showcased as people who love dogs. This is illustrated in the
part where all the men at the Hamersley Iron adopted Red Dog and made him as a member of
the union or council. He also is the best friend of John.
At once it portrayed Australians as a multicultural people as the workers at Hamersley Iron
are from different parts of the world. This is somehow true but not exactly represents the
Australianess (Red Dog, 2017). It is mostly influenced by the Hollywood culture and hence
most of the stereotypes in the story have been created. This has challenged the indigenous
identity of the Australians as the people in this country is more practical and it cannot be
possible that they party so much or can have such a high attachment for the dog. It is to be
understood that the domination of constructed Australianess in the movie is also due to the
fact that they have to make profitable business. Without moulding the stories and
representation in a fascinating manner it is not possible to make the story more appreciable.

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In the later part of the story the owner of the caravan park does not allows dogs to enter into
the park and threatens to shoot them. While statue of Red Dog was thought to be installed as
they consider it to be someone who represents the town. This is a challenge to the
Australianess as the society is represented through a dog. Such a high respect and love for
dog is out of the actual context.
The Australian media is not showing the actual problems that are exist in the society (McIver,
2009). This is resulting in a more negative manner. It is because the actual representation of
the Australian youth or the working class has been elaborated in a different manner. The
women working class within the society has not remained like older days. Being such a
modern society which film also illustrates but some of the characters exhibits old ways of
doing business.
There is always a connection made between the movie and the audience (Kershaw, 2009).
People usually follow what they have seen in the movies. This is a challenge to the
domination of the Australianess as it destroys the original identity of the society and creates a
false image. In all over the world it is debated that what impact the media industry have on
the lifestyle of the people and how it is destroying the native culture by tantalizing the people
towards an unnatural life style (Poster, 2008).
On the concluding remark it can be said that the effect of the media on the Australian
dominance has not been properly understood so as to protect the indigenous identity of the
Australians. It is posing a great challenge to the identity of the Australian masses.

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REFERENCES
Forsey, M. and Low, M., (2014). Beyond the production of tourism imaginaries: Student-
travellers in Australia and their reception of media representations of their host nation. Annals
of Tourism Research, 44, pp.156-170.
Kershaw, J., (2009). Being Australian: Narratives of National Identity [Book Review]. Media
International Australia, Incorporating Culture & Policy, (131), p.164.
Korff, J. (2017) Mainstream media coverage of Aboriginal issues. [Online]. Available at:
https://www.creativespirits.info/aboriginalculture/media/media-coverage-of-aboriginal-issues
. [Accessed: 18 April 2017].
McIver, D., (2009). Representing Australianness: Our national identity brought to you by
Today Tonight. Media International Australia, 131(1), pp.46-56.
Poster, M., (2008). Global media and culture. New Literary History, 39(3), pp.685-703.
Red Dog, (2017) Representation of Australian. [Online]. Available at:
https://reddogblog1.weebly.com/representations.html. [Accessed: 18 April 2017].

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