As reported by the Associated Press earlier this month, the state of New Mexico is rebranding itself to overcome a common perception of the state as boring. Thus, the “Land of Enchantment” will give way to “New Mexico True.” The move is hardly surprising when one looks back over the past century of statehood. For its entire history as a state, New Mexico promoters have walked a tightrope between accentuating the state’s exotic difference and claiming its place in the United States. Before statehood, the Santa Fe Railway’s tourism promotion arm, the Fred Harvey Company, created a powerful image of a foreign land filled with exotic peoples and stunning scenery. It packaged this experience through its Indian Department and its placement of Native American…