How Media Represent Australian Indigenous Business: Comparing Australian and International Coverage

ABSTRACT Media representations of Indigenous business shape public perceptions, investor confidence and consumer demand, influencing how Indigenous enterprises are valued and understood. This Indigenous‐led study systematically reviews grey literature on Australian Aboriginal and Torres Strait Islander businesses published between 2006 and 2024, analysing 1256 records from Australian and international outlets. Using an Indigenist research approach and applying PRISMA protocols, it examines how different geopolitical and cultural contexts construct Australian Indigenous economic participation. Findings show that Australian media attention fluctuates around policy milestones, especially the Indigenous Procurement Policy. Australian outlets often apply a dual framing logic, combining deficit‐oriented scrutiny of Aboriginal Community Controlled Organisations with supportive portrayals of private enterprise and government‐led initiatives. International coverage, led by India and the United States, has expanded steadily in line with diplomatic, policy, and trade interests. These outlets more often frame Australian Indigenous business as evidence of progressive national policy. Although Indigenous Australian voices appear more frequently over time, their narrative authority has declined, and deficit framings remain. The study shows that media shape not only how Australian Indigenous business is described but also how it is publicly understood. Strengthening media and policy practices that centre Australian Indigenous voices is essential for future economic narratives.