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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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Considers the Native American abandonment of the South Carolina coast
 
A prevailing enigma in American archaeology is why vast swaths of land in the Southeast and Southwest were abandoned between AD 1200 and 1500. The most well-known abandonments occurred in the Four Corners and Mimbres areas of the Southwest and the central Mississippi valley in the twelfth and thirteenth centuries and in southern Arizona and the Ohio Valley during the fifteenth century. In Megadrought in the Carolinas: The Archaeology of Mississippian Collapse, Abandonment, and Coalescence, John S. Cable demonstrates through the application of innovative ceramic analysis that yet another fifteenth-century abandonment event took place across an area of some 34.5 million acres centered on the South Carolina coast.
 
Most would agree that these sweeping changes were at least in part the consequence of prolonged droughts associated with a period of global warming known as the Medieval Climatic Anomaly. Cable strengthens this inference by showing that these events correspond exactly with the timing of two different geographic patterns of megadrought as defined by modern climate models.
 
Cable extends his study by testing the proposition that the former residents of the coastal zone migrated to surrounding interior regions where the effects of drought were less severe. Abundant support for this expectation is found in the archaeology of these regions, including evidence of accelerated population growth, crowding, and increased regional hostilities. Another important implication of immigration is the eventual coalescence of ethnic and/or culturally different social groups and the ultimate transformation of societies into new cultural syntheses. Evidence for this process is not yet well documented in the Southeast, but Cable draws on his familiarity with the drought-related Puebloan intrusions into the Hohokam Core Area of southern Arizona during the thirteenth and fourteenth centuries to suggest strategies for examining coalescence in the Southeast. The narrative concludes by addressing the broad implications of late prehistoric societal collapse for today’s human-propelled global warming era that portends similar but much more long-lasting consequences.
 

Eight family-farm case studies display farm buildings' relationship to the land they sit on, their function on the farm, the materials they're made with, the farm enterprises themselves, and the families who own them. Photographs, plans, elevations, and sections of typical, exemplary traditional farm buildings show the aesthetic and architectural qualities of those types of buildings across the state.

The ways in which the buildings serve the productive activities of the farm, shelter and nourish the people and livestock, yield a living, and enable the aspirations of farm people are shown in the words and photographs of the farmers themselves. The buildings form a window into the lives of Michigan's family farms and into the hearts and minds of the people who have lived and worked in them their entire lives.