What happens when a society living under a capitalist economy combines with the concept of the Amazon as an Edenic environment? In her piece “Amazonia as Edenic Narrative”, Slater clearly views the application of the term “Eden” to describe the Amazon as an example of how integrated this expression has become into Western thinking. I believe that Slater correctly identifies the hypocrisy present in our culture because the application of the word “Eden” has caused us to give it a sort of Disneyesque quality that glazes over the true reality of this region. Rather than seeing the native people and land for what they truly are, we are fed a sort of utopian portrayal of “Amazon tribes” that have yet to be impacted by civilization and the American corporate environment, especially through the use of advertisements.
The main case study that Slater uses to exemplify this viewpoint is the McDonald’s campaign about rain forest preservation in 1990. The deliberate use of images that were not even taken in the rain forest shows how far corporations will go to advance their cause, even if it means manipulating the public. Not only does this spread misinformation, but it hurts the native people who may be desperately struggling to survive. Their lives may have been altered to a much greater degree by modern development than the general public is led to suspect.
Another example that is used is Californian Indian casinos. One American corporation took advantage of the fact that casino games may be played on tribal land, and proceeded to put “illegal gambling devices” in their establishment. This led to the tribe being cheated out of millions of dollars. Slater undoubtedly includes this example to foreshadow what could happen in the Amazon if these native peoples are not protected from outside interests that could take advantage of them. With vast reserves of minerals and timber, they are a likely target of firms trying to make a quick buck.
Slater’s view that corporations have done a disservice to natives by highlighting the “Edenic nature” in which they live is largely confirmed by her numerous examples of this behavior. Even if this image does not accurately portray the Amazon environment, corporations will likely push this message as long as it continues to produce profits.
I wonder why McDonald's chose that picture anyways. It wouldn't have been too difficult to hire a photographer to take a nice picture of the Amazon rain forest. Then they could avoid the embarrassment of a scientist (or someone who knows what they're looking at) calling them on it.
ReplyDeleteDo the corporations actually use to their advantage the public's Edenic view of the natives and their land? I think the fact that people think of the natives and their tribal land as part of Eden makes the corrupt corporations look even more corrupted. That is, until the Indians themselves (Kayapo) make people think twice about that attitude.
Danny, Sarah: I'd like to point out that the two articles Slater excerpts are also reprinted with the ads that were originally set by them, ironically ads for expensive diamond jewelry! There seems to be no sense of embarrassment about putting a piece about the Edenic wonders of the Amazon and its peoples next to an ad selling off a product that comes primarily from politically and economically exploited areas of the world.
ReplyDeleteAnother tangent that comes to mind is the show "Meet the Natives" that recently started airing on The Travel Channel: http://www.travelchannel.com/TV_Shows/Meet_The_Natives. In it, these supposed five Tanna tribesmen from a remote Pacific island are brought to different areas of the United States (New York, Orange County, a Montana farm, etc.) to allow us to observe the ensuing clash of cultures. Again, it's hard to know what to feel when watching this. Skepticism at the premise? Wonder at recapturing a perspective outside our social context? Shame at the clear instrumental use of these islanders?