The campaign slogan was “Traditional Goes Digital,” and it included three images: Squaw, Brave and Chief. These were created for Australian printing company ColorChiefs in 2006, and recently resurfaced on the How to Be a Retronaut blog, to such wry comments as “Native American steampunk use ALL the parts of the 8088.” The images have also garnered some critique, both for their cultural appropriation and sexism. As blogger Ikwe recently wrote on Tumblr, “it’s not very creative to sexualize a native woman in this way but it’s packaged with a new futuristic sexy theme so it’s sooooo groundbreaking and chic. Oh yes, the ad also reminds us that we are moving forward from our primitive and savage ways. Meh.” Paging Dr. Adrienne!
Looking at this somewhat clueless ad campaign did lead me through an interesting Wikipedia tunnel. Come with me on a magical journey:
Cargo Cult on Wikipedia:
With the end of the war, the military abandoned the airbases and stopped dropping cargo. In response, charismatic individuals developed cults among remote Melanesian populations that promised to bestow on their followers deliveries of food, arms, Jeeps, etc. The cult leaders explained that the cargo would be gifts from their own ancestors, or other sources, as had occurred with the outsider armies. In attempts to get cargo to fall by parachute or land in planes or ships again, islanders imitated the same practices they had seen the soldiers, sailors, and airmen use. Cult behaviors usually involved mimicking the day to day activities and dress styles of US soldiers, such as performing parade ground drills with wooden or salvaged rifles. The islanders carved headphones from wood and wore them while sitting in fabricated control towers. They waved the landing signals while standing on the runways. They lit signal fires and torches to light up runways and lighthouses. In a form of sympathetic magic, many built life-size replicas of airplanes out of straw and cut new military-style landing strips out of the jungle, hoping to attract more airplanes. The cult members thought that the foreigners had some special connection to the deities and ancestors of the natives, who were the only beings powerful enough to produce such riches.
Which led to Cargo Cult Programming on Wikipedia:
A style of computer programming that is characterized by the ritual inclusion of code or program structures that serve no real purpose. Cargo cult programming is typically symptomatic of a programmer not understanding either a bug he or she was attempting to solve or the apparent solution (compare shotgun debugging, voodoo programming). The term cargo cult programmer may also apply when an unskilled or novice computer programmer (or one not experienced with the problem at hand) copies some program code from one place and pastes it into another place, with little or no understanding of how the code works, or if it is required in its new position.
Voodoo Programming on Wikipedia:
In computer programming, deep magic refers to techniques that are not widely known, and may be deliberately kept secret. The number of such techniques has arguably decreased in recent years, especially in the field of cryptography, many aspects of which are now open to public scrutiny. The Jargon File makes a distinction between deep magic, which refers to (code based on) esoteric theoretical knowledge; black magic, which refers to (code based on) techniques that appear to work but which lack a theoretical explanation; and heavy wizardry, which refers to (code based on) obscure or undocumented intricacies of particular hardware or software. All three terms can appear in source code comments of the form:
Deep magic begins here…
In fiction, the term comes from The Lion, the Witch and the Wardrobe, an early book from C. S. Lewis‘s The Chronicles of Narnia, which describes ancient laws and codes as “deep magic from the dawn of time.”