Man the Showoff? Or the Ascendance of a Just-so-Story: A Comment on Recent Applications of Costly Signaling Theory in American Archaeology

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Abstract
In several recent, and highly provocative papers, McGuire and Hildebrandt (Hildebrandt and McGuire 2002, 2003; McGuire and Hildebrandt 2005) have helped introduce costly signaling theory into American archaeology. While their efforts are commendable, we feel that their reinterpretations of western North American prehistory overstate the likely influence of costly signaling on the archaeological record. Only by overlooking a considerable body of ethnographic literature that indicates a more limited role for signaling are they able to characterize Great Basin and California hunters as motivated more by the pursuit of prestige than provisioning. We offer three specific challenges to their models: (1) while McGuire and Hildebrandt treat the issue as decided, the relationships among foraging, provisioning, prestige, and fitness is still actively contested among researchers; (2) while ethnographic studies suggest that some types of hunting and low-return, high-risk activities may indeed represent attempts by males to signal costly behavior, these activities contribute very little to the faunal and other residues that accumulate in the archaeological record; and (3) the theoretical underpinnings of costly signaling explicitly preclude the type of runaway positive feedback loops that Hildebrandt and McGuire implicate as the driving force behind an apparent cultural collapse in the Great Basin at the end of the Middle Archaic.