Aboriginal™: The Cultural & Economic Politics of Recognition

In Aboriginal™, Jennifer Adese explores the origins, meaning, and usage of the term “Aboriginal” and its displacement by the word “Indigenous.” In the Constitution Act, 1982, the term’s express purpose was to speak to the “aboriginal rights” acknowledged in Section 35(1). Yet in the wake of the Constitution’s passage, Aboriginal, in its capitalized form, became far more closely aligned with Section 35(2)’s interpretation of which specific groups held those rights, and was increasingly used to describe and categorize people. More than simple legal and political vernacular, the term Aboriginal (capitalized or not) has had real-world consequences for the people it defined. Aboriginal™ argues the term was a tool used to advance Canada’s cultural and economic assimilatory agenda throughout the 1980s until the mid-2010s. Moreover, Adese illuminates how the word engenders a kind of “Aboriginalized multicultural” brand easily reduced to and exported as a nation brand, economic brand, and place brand—at odds with the diversity and complexity of Indigenous peoples and communities.In her multi-disciplinary research, Adese examines the discursive spaces and concrete sites where Aboriginality features prominently: the Constitution Act, 1982; the 2010 Vancouver Olympics; the “Aboriginal tourism industry”; and the Vancouver International Airport. Reflecting on the term’s abrupt exit from public discourse and the recent turn toward Indigenous, Indigeneity, and Indigenization, Aboriginal™ offers insight into Indigenous-Canada relations, reconciliation efforts, and current discussions of Indigenous identity, authenticity, and agency.

Table of Contents:

• Ch 1: What’s in a Word? Aboriginal, Aboriginality, Aboriginalism, Aboriginalization
• Ch 2: Aboriginalized Multiculturalism TM: Canada’s Olympic National Brand
• Ch 3: Selling Aboriginal Experiences and Authenticity: Canadian and Aboriginal Tourism
• Ch 4: Marketing Aboriginality and the Branding of Place: The Case of YVR
• Conclusion: Thoughts on the End of Aboriginalization and The Turn to Indigenization

"Adese's exploration of Canada's attempts to encapsulate Indigenous lives, culture, and experience into a multicultural national brand unfolds over four well-structured and clearly defined chapters. These chapters are complemented with an excellent introduction, explaining much-needed social, political, and rhetorical context, and a thorough conclusion. Chapters are subdivided into clearly marked sections, making it easy to imagine this as a valuable resource for course instructors or for those tasked with preparing backgrounders and briefing notes for organizations, negotiators, or policymakers... This is also a book to recommend to those continuing to ask the age-old settler question, 'Why do 'they' want to be called ____, when 'they' used to want to be called _____?'

Adese's book seamlessly combines personal reflection, archival research, and political theory and she presents it in a way that's digestible to a broad audience."

"Aboriginal(TM) is an academic work, carefully but densely written and aimed at a scholarly audience. It's not a casual read, but its ideas may well spill beyond university classrooms and into the public discourse, and this would be a good thing."