ABSTRACT
This chapter focuses on how evangelicalism has encouraged the rise of individualism, as well as the introduction of western values of economic and political success. The case of a young Baniwa leader who coordinated both the political association and the Art Project illustrates extremely well the sorts of grave conflicts that emerged. It reflects on modifications in human/spirit relations following the introduction of evangelicalism and sustainable development projects. The Baniwa Art Project has just recently shown signs that its popularity and successes have reached a plateau and may even be on the downswing. Protestant ethics in the sense introduced by the first missionaries of a moral Puritanism defines a way of life which the Baniwa adapted to meet their own spiritual needs. Despite the initial difficulties of establishing connections with a consumer market, the Baniwa Art Project began a period of accelerated growth and public recognition.
