Public Interest Anthropology, Political Market Squares and Re-scripting Dominance: From Swallows to ‘Race’ in San Juan Capistrano, CA

This article explores a disturbing irony of certain touristic festivals and heritage sites: although these festivals and sites tend to draw heavily on the language of shared heritage and community, the dominant narratives and cultural symbols embodied in these venues sometimes celebrate more traditional and problematic ‘racial,’ ethnic, and gender hierarchies. Via a case study of the annual swallows festival held in the California Mission town of San Juan Capistrano, this article offers an illustration of the value of embracing a public interest anthropology (PIA) framework for identifying and addressing the hidden racisms underlying some heritage tourism sites. Moreover, the article suggests that the political market square metaphor for conceptualizing tourism festival management could be productively reframed and paired with a PIA approach to facilitate more inclusive, color-blind approaches to developing tourism policy.