ts have remained as white as snow.ö The surrounding sand their inhabitants in this world are uniform, exclusive, and exclusionary. By using this simile, Coleman adopts another rhetorical device to demonstrate how the American ski industry typically excludes people of color from its promotion and its slopes.
Ski tourism has often been used by the ski industry to exclude minorities, primarily because white western and European images have been used to promote tourism among white, wealthy Americans. For the most part, the ski industry assumes that this is its target audience and therefore makes little or no attempt to ôreach outö to people of color. Coleman (142) uses personification to make this point more vivid when she maintains the ski tourism has reshaped western culture, ôpeddling western and European images in powerful advertising campaigns.ö Tourism does not peddle, people do, but Coleman (142) is showing that the ski industry has ôsoldö images of whiteness to promote skiing in American culture in a way that ôreinforced the construction of a white ethnicity.ö In doing so, even in regions of diversity like the West, the ski industry has ôwhitewashedö western ski resorts.
In ôwhitewashingö western ski resorts, people of color or ethnicity have been totally removed from ski promotion and participation. Coleman (142) relies on euphemism as her rhetorical device to make this clear, claiming that western ski resorts have ôtransformed local people of color into invisible workers or exotic objects of tourism.ö When she uses the term ôinvisible workers,ö Coleman is using a euphemism to soften what she is actually arguing. She is actually arguing that western ski destinations have silenced and enslaved people of color through their whitewashing of the ski industry. These ôcolored workersö stand out on the white slopes as ôothersö who are not an integral part of the actual environment; they are the unknown ...