Desiring the indigenous : affective commodification of the Sámi
| Autor: | Gustav Westberg |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Cultural Studies
General Language Studies and Linguistics Linguistics and Language Commodification Jämförande språkvetenskap och allmän lingvistik Communication Indigenous tourism Environmental ethics indigenous tourismi affective practice Indigenous culture Affect (psychology) humanities Language and Linguistics Indigenous multimodal critical discoursestudies Sociology sámi health care economics and organizations sápmi |
| Zdroj: | Publikationer från Örebro universitet. |
| Popis: | This paper argues that the multimodal enactment of affect plays a key role in the commodification of indigenous cultures. Departing from an understanding of affect as integral to discourse, the paper investigates how indigenous cultures are construed as an object of consumerist desire by employing subject formation, strategic perspectivation and affordance as conceptual starting points. As a case in point, affective meaning-making is studied as it is semiotically materialized in the commodification of Sámi culture by the predominant actor in marketing indigenous experiences in Sweden. By pondering the social force of affective meaning-making from the perspective of the perceived consumer, the analysis reveals that consumers are invited to affectively encounter the Sámi through curiosity, tranquility and excitement. However, the paper contends that the representations not only enable positive emotions; they also work their social force by constraining engagement in any disturbing, conflicting or uncomfortable emotions that are associated with the post-colonial heritage of the Sámi. Samer till salu: multimodal kommodifiering av det ursprungliga Sámi for sale:multimodal commodification of indigenousness |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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