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Riding on Horses’ Wings

Reimagining Today’s Horse for Tomorrow’s World

Janet Bubar Rich

The bond between humans and horses is deep. For humans, horses provide freedom. Riding on horses and horse-drawn chariots or carts has allowed humans to go farther and faster than they could on their own. Horses (now high-horsepower cars) are our wings. As a result, their images show up in our dreams and our personal and cultural stories as symbols not only of freedom, but of power, swiftness, nobility, and beauty. Equine images empower us to ride on inner journeys, explore the mysteries of the soul, and carry the human spirit forward. In bringing to life the horse tales of many cultures throughout the ages, Riding on Horses’ Wings is as whimsical and magical as it is inspiring. From the white-winged Pegasus and part-human Centaurs in ancient Greek myths, Epona in ancient Celtic lore, the eight-legged Sleipnir in Nordic tales, and Kanthaka in Buddhist lore, to the many horses in Native American mythologies and today’s literary and fine arts, movies, YouTube videos, and beyond, horses touch our hearts and elevate our imaginations. In this book, Janet Bubar Rich taps into our love of horses and horse tales, inspiring us all to take life by the reins, make the changes needed to improve our lives, and create sustainable futures for horses, humans, and other species on earth, our home.


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10. Horsepower vs Horse Survival


Chapter 10 Horsepower vs. Horse Survival Horse Tales: Moving Forward Horse tales’ migration into contemporary media is evidence that our journey together, human and horse, speaks to people today. Humans now living in urban hives may only know about horses through their experiences of watching them perform in product campaigns or stories on their computer screens and convenient handheld devices. Product manufacturers and marketers bank on their current and potential cus- tomers’ enduring love of horses. For decades car manufacturers have named their cars after horses, making their customers’ love of horses and horse riding conscious, and making it possible for us all to buy our dream of hopping on a horse and riding off into the sunset by buying our dream cars. Car companies know that connecting their products with our passion for horses will bring them big bucks, and many car companies hop on board. The Ford Motor Company unleashed the Ford Mustang automotive vehicle in the 1960s. The company employs the name that directly links their cars with mustang horses, which are best known for their stamina and speed and often for being full-bodied and hot-blooded, though the horses’ characteristics are wide-ranging. The term mustang is from the 94 riding on horses’ wings Spanish word mestena meaning wild or stray. These horses are the off- spring of the horses that roamed around America ten thousand years ago, then vanished, and reemerged with the Spanish conquistadors in the sixteenth century, transforming Native American lives. The Ford Motor Company...

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