CONTENTS VII 



Part 3 The Role of the Trading Post — Continued page 



J. X1.1.VX I*. 267 



Cross-cultural role 



The concept of cross-cultural role ^"'^ 



Level of abstraction 268 



The definition of role 268 



The analysis of role 269 



270 

 Motivation 



Performance of functions 



• • 272 



Minimum competition 



274 



Maximum sales ^' ^ 



Maximum community income 276 



Dependence on the trading post 278 



Perceptions and values 



The White world in general 282 



Government activities 28c} 



Other contact agencies ^°^ 



The trading post 284 



The Navaho tribe 285 



The ideal Navaho 286 



287 



Summary ^° 



Interpersonal relations ^^' 



Joking 287 



Sincerity 288 



Nonreciprocal behavior ^°^ 



Summary "^^^ 



The role of Shonto Trading Post 290 



Review and synthesis 290 



2Q4 



Summary ^" 



The quintessence of paternalism 295 



The entrepreneur in culture contact 297 



The entrepreneur in literature 298 



Historic role. 



298 



Modern role 298 



Some general conclusions ^^^ 



The distribution of entrepreneurs 301 



Historical influence of entrepreneurs 303 



Modern entrepreneurs ^^^ 



Hypothetical regularities in trader-native contact 305 



_ _ 308 



Bibliography 



, 317 



Index 



