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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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2005 — Best Book Award – New England Council of Latin American Studies

Selling handicrafts to tourists has brought the Maya peoples of Guatemala into the world market. Vendors from rural communities now offer their wares to more than 500,000 international tourists annually in the marketplaces of larger cities such as Antigua, Guatemala City, Panajachel, and Chichicastenango. Like businesspeople anywhere, Maya artisans analyze the desires and needs of their customers and shape their products to meet the demands of the market. But how has adapting to the global marketplace reciprocally shaped the identity and cultural practices of the Maya peoples?

Drawing on over a decade of fieldwork, Walter Little presents the first ethnographic study of Maya handicraft vendors in the international marketplace. Focusing on Kaqchikel Mayas who commute to Antigua to sell their goods, he explores three significant issues:

• how the tourist marketplace conflates global and local distinctions.
• how the marketplace becomes a border zone where national and international, developed and underdeveloped, and indigenous and non-indigenous come together.
• how marketing to tourists changes social roles, gender relationships, and ethnic identity in the vendors' home communities.

Little's wide-ranging research challenges our current understanding of tourism's negative impact on indigenous communities. He demonstrates that the Maya are maintaining a specific, community-based sense of Maya identity, even as they commodify their culture for tourist consumption in the world market.

Through the concept of mestiza/o melancholia, scholar Gabriela Spears-Rico offers a new way to think about the relationship between mestizaje and indigeneity in Mexico. For Spears-Rico, the concept is a longing for the lost part of one’s identity, manifested in touristic visits and material appropriations of folklorized indigeneity, yet unconcerned with political reparations for Indigenous people.

Relying on a rich ethnography in mestiza/o and P’urhépecha pueblos in Michoacán, the book examines mestiza/o mourning and melancholia as it appears in Day of the Dead tourism and in Virgin of Guadalupe worship among Mexican mestizos. This book centers Indigenous resistance, articulating a P’urhépecha critique of regional necropolitics and obstinate appropriations, arguing for the need to decolonize mestizaje. A deep conversation with P’urhépecha dissent, this book elevates the need for solidarity with current Indigenous movements in a region fraught by extractive settler colonialism.

Mestiza/o Melancholia challenges readers to rethink identity, tourism, and belonging in Mexico.

An ethnography of mezcal and how it has become a global, "artisanal" good.

Mezcal is booming. Once considered a peasant drink—the rough, lowbrow cousin of the more refined tequila—the smoky spirit is now prized by connoisseurs the world over. It is also hailed as a savior of Oaxaca, powering a craft industry that can uphold rural economies and Indigenous traditions.

Ronda L. Brulotte traces mezcal’s swift rise and its effects on communities that have distilled and enjoyed the beverage for generations. Only in the late 1990s did mezcal begin to escape its longstanding associations with Indigenous and working-class life, even as these very qualities supply the “authenticity” that elite consumers crave. Through a detailed ethnography of the spirits industry in Oaxaca, Brulotte compares the ideal of the artisanal economy with the reality of participation in global markets. Her findings—focused on tourism-led development and gentrification, the exploitation of women and smallholders, and swelling regional migration pressures—raise troubling questions about the ecological and social sustainability of a new craft imaginary that rebrands rustic products as luxury goods.