Lisa Nakamura, in Indigenous Circuits, mentions two “counter-culture” figures that were contemporaries of Fairchild Semiconductor’s period of “insourcing” labor to Navajo communities. Gary Snyder and Stewart Brand, a poet and a publishing entrepreneur respectively, used what they perceived to be “Indian culture” their own needs. From the passage in Nakamura, it seems that they were neglectful of the wide variety of Native American cultures, and particularly of why Native American’s practiced the rituals that Snyder and Brand viewed as curative. may encourage performance from Native Americans (we see this with the practice of weaving rugs in Nakamura, as she speculates that the practice was taken from the Pueblo people).
There are other instances of performing culture for financial gain; Carmen Miranda’s pineapple hat and Eddie Murphy’s character in Coming to America come to mind. I recently viewed a YouTube video by the group 1491, which depicts two Native American shop-owners performing their Native-ness to the customers to bolster sales. Scenes of the shop-owners entering the shop wearing casual apparel are contrasted with the “Native” aesthetic (unbuttoned shirt on the first, and a shirt depicting a wolf-howling at the moon in the second) they change into when they open the shop. They even respond to assumption shared by Snyder and Brand that Native lifestyles are ascendent to practitioners; one shop-owner welcomes a costumer by assuring that “you will find many American Indian artifacts here to enlighten your spirit in our way.” The video continues with the shop-owners encouraging costumers to buy Native “artifacts” ranging from Tennessee to Mexico, again presumably a response to the flattening of different cultures into a monolithic “Native” culture, off of which Synder and Brand seem to have profited in self-branding.
Reading this passage of Nakamura, it struck me that though Snyder and Brand are not the focus of this article, and are mentioned rather to give context to Fairchild’s decision to use the Navajo women in their branding, it seems that they too are just as much culpable of molding distinct cultures into “lifestyles” that are palatable to Western notions of the “alternative counterculture,” that these cultures can be assumed by purchasing Whole Earth Catalog’s.