SENSE
A Field Guide to Science & Culture
Theory . Storytelling . Transformation
From Somewhere Else
Archaeologists find branding in all artifacts, in social disposition, architecture, and in a group's use of space -- think of Clovis or Folsom Points, woven fiber sandals, Puebloan wall construction and kiva designs, pit house construction, weaving, pottery typologies, or the differences and similarities among the Hopi, Zuni and Rio Grande Pueblos. The races of maize from Mexico clearly reflect style as well as genetics. Ancient styles and brands such as these successfully carried themselves across hundreds of miles of territory and many years of valuable service up to the present. Admitting that the ancient Southwest ran on Capital 'G' globalization changes a lot of old ideas about the lifestyles and material culture found within this part of "Turtle Island." In the Southwest, connection to the larger world clearly dates twelve to fifteen thousand years (with some suggesting evidence for even greater antiquity).
Many aircraft flying into Phoenix from the Midwest and Northeast turn at the Zuni VOR before beginning a descent for landing. Passengers with a dark night view to the south and southeast notice few lights in a pitch-black land. In the imagination, this stretch of western New Mexico and eastern Arizona down to the Mexican border feels just like wilderness, remote, isolated, and almost disconnected from the world. Clearly, however, the history of the area takes a far different path with regard to technology, style and branding.
In Arizona, the telegraphic news of the Bisbee Massacre and a thirty-second gunfight and love triangle-spiced show trial in Tombstone Arizona danced around the world in 1881. A clever editor in New York turned a 'filler' news article into an iconic opinion about continued lawlessness, and Arizona suffered years of delayed entry into statehood because of the reputation of a branded opinion.
On the military side of global communications technology, a 29-station line connected isolated posts such as Fort Bliss, Santa Fe and Fort Apache in the Arizona Territory. In August and September 1881, the telegraph between Fort Apache and Camp Thomas some 90 miles away went down. Cut off from outside communication, the residents and soldiers of Cibeque and Fort Apache turned nervous trouble into a short, messy conflict. Will C. Barnes responded with bravery and later received an iconic brand award known as the Congressional Medal of Honor (also read John R. Welch, Chip Colwell-Chanthaphonh & Mark Altaha: Retracing the Battle of Cibecue: Western Apache, Documentary, and Archaeological Interpretations, Kiva, Volume 71, Number 2, Winter 2005, pp 133-163). The imagined 'Fort Apache' became an icon of violence, and this reputation brand later transferred to a police desk in the Bronx, a Hollywood movie, and to military outposts in Iraq and Afghanistan. We now know that as branded systems and their associated infrastructure fail or fall, trouble breaks loose.
However, brand and reputation can also free the imagination. For example, most Belly Dancers think Belly Dance in America first appeared at the Chicago World's Fair. Yet Fatima (also known as 'Little Egypt') performed in Tombstone Arizona at the Birdcage Theatre in 1881. Her picture still hangs inside that notorious venue, and her dancing there preceded the Chicago World's Fair by twelve years. Little Egypt’s brand persists today in a melody we all know -- (possibly now playing in your head) -- and in carney barker come-on lyrics such as "She walks, she talks, she crawls on her belly like a reptile."
The Winchester rifle manufactured in New Haven Connecticut, the gun of choice for Western settlers after it was "introduced" in 1866 -- the common man's brand that won the West in the capable hands of John Wayne -- will soon hail from Portugal and Japan. While it seems a substantive change, maybe we fool ourselves to think so. A new lifestyle brand will come along shortly, likely arriving from somewhere else.
The Southwest, always branded from the outside, readily accepts technologies, ideas and people from other places. As in the past, the modern Southwest runs on Capital 'G' globalization. To know that leads to some really good thinking about how we live today and how we prepare the future.
sense.editor@yahoo.com