The Mebengokre Indians, also called the Kayapo, are a tribe that inhabits around 100,000 square kilometers of Amazonian rain forest in Brazil. The tribe first came upon the international scene in 1989 when they successfully protested the World Bank funding of a large dam project on the Xingu River. Brazil's state power company, Eletronorte, was going to build a series of dams that would have flooded much of the Kayapo tribal lands. The dams would have provided electricity for the growing cities of Rio de Janeiro and São Paulo, 2000 miles south of the dams. The international media attention that followed
the large demonstration of the Kayapo Indians in 1989 pressured the World Bank to halt funding the project, but the Brazilian government continued to prepare to dam the river. The media also turned the world's attention to the indigenous Kayapo and the problem of huge government projects like dam construction, and the failure of such projects to consider the rights of indigenous peoples.
In this lesson, you will follow the story of the Kayapo and Eletronorte, the two major players in this media/land/indigenous rights struggle that revolves around the building of a dam.
This article highlights the defeat of the World Bank financing of the dam by the tribe, mostly through the use of their tribal traditions. These traditions were also effective in attracting the attention of The Body Shop, which decided to establish a trade arrangement with the Kayapo. Through the arrangement, The Body Shop purchased Brazil nuts to make its Brazil Nut Conditioner. In its advertising, The Body Shop used the tale of the Kayapo struggle for indigenous rights and assured consumers that the company was
supportive of the Kayapo (and similar groups around the world). By purchasing the product, consumers were meant to feel that they were helping maintain the native existence of the Kayapo and fighting government projects like the dams proposed by Eletronorte. The following three articles, Saul Petean's "Broken Promises", Blair Palese's "A Matter of Faith," and Linda Jerome's "A Judge Against the Body Shop" tell the story from both angles.
Next, please answer the following questions:
How has the Kayapo tribe changed since beginning its relationship with The Body Shop? Are these changes acceptable to you?
Did The Body Shop and the Kayapo act fairly to each other in their relationship?
Are the Kayapo effective for advertising if they lose their traditions?
Is The Body Shop's use of the Kayapo image fair? Is the company taking unfair
advantage of the consumers' concern with the environment?
Finally, read about the continued controversy over dam construction on the Xingu River:
As you can see from these sites, the issue of dam construction on the Xingu is far from resolved. As Brazil's population continues to grow, it requires more electricity for domestic use and industry. Despite the defeat of World Bank funding for the dam project in 1989, Brazil still has an electricity shortage that it must deal with. Instead of asking for funds from the World Bank, Eletronorte will fund the project through smaller, private investors and government funds.
Is there hope for the future of indigenous peoples like the Kayapo?
What energy alternatives can Brazil turn to?
Why is the additional electricity needed in Brazil?
What are some of the additional listed benefits of the dams?