In the last decades, a revolution has taken place regarding the role of the museum within our modern society. As a result, an increasing number of indigenous communities are becoming aware of their...Show moreIn the last decades, a revolution has taken place regarding the role of the museum within our modern society. As a result, an increasing number of indigenous communities are becoming aware of their material representation in museums and inaccuracies therein. In reaction, the Pitt Rivers Museum in Oxford decided to retrieve their ten tsantsas, or ‘shrunken heads’ from their museum display. After the removal, reactions on (social) media blew up with many comments criticising the museum’s judgements. This thesis has analysed comments from different (social) media platforms and specifically focussed on their sentiments. In doing so it has employed the Bull’s Eye Model, created to look at the sender, message and receiver within communication systems. This thesis has been observing the way popular culture has influenced the presentation of the Shuar culture and tsantsa ritual. A rubric has been designed that analysed the presentation and misinformation presented in films, novels, and games. Lastly, the original documentation of the tsantsas by their collectors has been analysed in comparison to accounts from present day Shuar. The decolonisation processes within museums like the Pitt Rivers shed light on a vital change within the museum world and the close collaboration with indigenous communities will prove to create better informed exhibitions and transfer of knowledge.Show less