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How outdoor industry marketing promotes an image of “the wilderness” as an unpeopled haven

Marketing the Wilderness analyzes the relationship between the outdoor recreation industry, public lands in the United States, and Indigenous sovereignty and representation in recreational spaces. Combining social media analysis, digital ethnography, and historical research, Joseph Whitson offers nuanced insights into more than a century of the outdoor recreation industry’s marketing strategies, unraveling its complicity in settler colonialism.

Complicating the narrative of outdoor recreation as a universal good, Whitson introduces the concept of “wildernessing” to describe the physical, legal, and rhetorical production of pristine, empty lands that undergirds the outdoor recreation industry, a process that further disenfranchises Indigenous people from whom these lands were stolen. He demonstrates how companies such as Patagonia and REI align with the mining and drilling industries in their need to remove Indigenous peoples and histories from valuable lands. And he describes the ways Indigenous and decolonial activists are subverting and resisting corporate marketing strategies to introduce new narratives of place.

Through the lens of environmental justice activism, Marketing the Wilderness reconsiders the ethics of recreational land use, advocating for engagement with issues of cultural representation and appropriation informed by Indigenous perspectives. As he discusses contemporary public land advocacy around places such as Bears Ears National Monument, Whitson focuses on the deeply fraught relationship between the outdoor recreation industry and Indigenous communities. Emphasizing the power of the corporate system and its treatment of land as a commodity under capitalism, he shows how these tensions shape the American idea of “wilderness” and what it means to fight for its preservation.

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Don Vasco de Quiroga (1470-1565) was the first bishop of Michoacán in Western Mexico. Driven by the desire to convert the native Purhépecha-Chichimec peoples to a purified form of Christianity, free of the corruptions of European Catholicism, he sought to establish New World Edens in Michoacán by congregating the people into pueblo-hospital communities, where mendicant friars could more easily teach them the fundamental beliefs of Christianity and the values of Spanish culture.

In this broadly synthetic study, Bernardino Verástique explores Vasco de Quiroga's evangelizing project in its full cultural and historical context. He begins by recreating the complex and not wholly incompatible worldviews of the Purhépecha and the Spaniards at the time of their first encounter in 1521. With Quiroga as a focal point, Verástique then traces the uneasy process of assimilation and resistance that occurred on both sides as the Spaniards established political and religious dominance in Michoacán. He describes the syncretisms, or fusions, between Christianity and indigenous beliefs and practices that arose among the Purhépecha and relates these to similar developments in other regions of Mexico.

Written especially for students and general readers, this book demonstrates how cultural and geographical environments influence religious experience, while it adds to our understanding of the process of indigenous appropriation of Christian theological concepts in the New World.

The second in a two-volume series, Moquis and Kastiilam, Volume II, 1680–1781 continues the story of the encounter between the Hopis, who the Spaniards called Moquis, and the Spaniards, who the Hopis called Kastiilam, from the Pueblo Revolt in 1680 through the Spanish expeditions in search of a land route to Alta California until about 1781. By comparing and contrasting Spanish documents with Hopi oral traditions, the editors present a balanced presentation of a shared past. Translations of sixteenth-, seventeenth-, and eighteenth-century documents written by Spanish explorers, colonial officials, and Franciscan missionaries tell the perspectives of the European visitors, and oral traditions recounted by Hopi elders reveal the Indigenous experience.

The editors argue that only the Hopi perspective can balance the story recounted in the Spanish documentary record, which is biased, distorted, and incomplete (as is the documentary record of any European or Euro-American colonial power). The only hope of correcting those weaknesses and the enormous silences about the Hopi responses to Spanish missionization and colonization is to record and analyze Hopi oral traditions, which have been passed down from generation to generation since 1540, and to give voice to Hopi values and social memories of what was a traumatic period in their past.

Volume I documented Spanish abuses during missionization, which the editors address specifically and directly as the sexual exploitation of Hopi women, suppression of Hopi ceremonies, and forced labor of Hopi men and women. These abuses drove Hopis to the breaking point, inspiring a Hopi revitalization that led them to participate in the Pueblo Revolt and to rebuff all subsequent efforts to reestablish Franciscan missions and Spanish control. Volume II portrays the Hopi struggle to remain independent at its most effective—a mixture of diplomacy, negotiation, evasion, and armed resistance. Nonetheless, the abuses of Franciscan missionaries, the bloodshed of the Pueblo Revolt, and the subsequent destruction of the Hopi community of Awat’ovi on Antelope Mesa remain historical traumas that still wound Hopi society today.