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

In several recent, and highly provocative papers, McGuire and Hildebrandt (Hildebrandt and McGuire 2002,2003; McCuire and Hildebrandt 2005) have helped introduce costly signaling theory into American archaeology. While their ejbrts are commendable, we,feel that their reinterpretations of western North American prehistoly 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 Basirr and California hunters as motivared more by the pursuit ofprestige than provisioning. We offer three specific challenges to their models: (1) while McCuire and Hildebrandt treat the issue as decided, the relationships among foraging, provisioning, prestige, andjitness is still actively contested among researchers; (2) while ethnographic studies suggest that some types ofhunting 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 explicitlypreclude 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 rhe end of the Middle Archaic.