Commodification of Mayan Culture: Consumption and Fashion in Contemporary Capitalism
In contemporary capitalism, ethnic and cultural marketing holds a prominent place among the consumption habits of the globalized upper-middle classes seeking refined authenticity. In this work, I aim to reflect on the consumption of “the Mayan”, in a time where discourses on the authenticity of trad...
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | México |
| Recursos: | UNIVERSIDAD NACIONAL AUTÓNOMA DE MÉXICO |
| Repositorio: | Península |
| Idioma: | español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/89178 |
| Acesso em linha: | https://www.revistas.unam.mx/index.php/peninsula/article/view/89178 |
| Access Level: | acceso abierto |
| Palavra-chave: | Mayan culture tourism consumption commodification fashion / trending cultura maya turismo consumo mercantilización moda |
| Resumo: | In contemporary capitalism, ethnic and cultural marketing holds a prominent place among the consumption habits of the globalized upper-middle classes seeking refined authenticity. In this work, I aim to reflect on the consumption of “the Mayan”, in a time where discourses on the authenticity of traditions and knowledge, have also become political instruments and ways for accessing resources. First, I want to think about the role of consumption and fashion in contemporary capitalism. Then, how international cultural policies, the recognition of multicultural nations and the patrimonialization of the culture opened the door to a tourist market that seeks to sell experiences, sensations and contact with ancestry. Lastly, I will address the commodification of “the Mayan” in both rural and urban spaces. |
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