This paper is based on an ethnographic enquiry conducted over the last four years and shows the setting of a close interaction between hosts and guests in the White Tai villages in Mai Chau district, in the northwest uplands of Vietnam.... more
This paper is based on an ethnographic enquiry conducted over the last four years and shows the setting of a close interaction between hosts and guests in the White Tai villages in Mai Chau district, in the northwest uplands of Vietnam. The author argues that tourism is utilised as a medium to demonstrate a culture of hospitality. A new trend in tourism production and consumption is brought into discussion; in relation to this, this paper looks at what is really happening in the tourism spaces of the White Tai villages through the experiences not only of tourists but also of villagers. The author identifi es several types of host-guest relationships and argues that there is a transformation of the host-guest relationship within these tourist spaces, a transformation evident in the new production and consumption practices of the market. Such relationships must be understood by looking beyond conceptions of commodification and politicisation of ethnicity.
This paper is based on an ethnographic enquiry conducted over the last four years and shows the setting of a close interaction between hosts and guests in the White Tai villages in Mai Chau district, in the northwest uplands of Vietnam.... more
This paper is based on an ethnographic enquiry conducted over the last four years and shows the setting of a close interaction between hosts and guests in the White Tai villages in Mai Chau district, in the northwest uplands of Vietnam. The author argues that tourism is utilised as a medium to demonstrate a culture of hospitality. A new trend in tourism production and consumption is brought into discussion; in relation to this, this paper looks at what is really happening in the tourism spaces of the White Tai villages through the experiences not only of tourists but also of villagers. The author identifi es several types of host-guest relationships and argues that there is a transformation of the host-guest relationship within these tourist spaces, a transformation evident in the new production and consumption practices of the market. Such relationships must be understood by looking beyond conceptions of commodifi cation and politicisation of ethnicity.
Este articulo se basa en las reflexiones del filósofo italiano Franco Birardi vertidas en su obra La fábrica de la infelicidad (2003), donde analiza lo que él llama la ideología de la felicidad en el discurso público a partir del... more
Este articulo se basa en las reflexiones del filósofo italiano Franco Birardi vertidas en su obra La fábrica de la infelicidad (2003), donde analiza lo que él llama la ideología de la felicidad en el discurso público a partir del nacimiento de la New Economy. La publicidad desde este enfoque, como teoría y práctica utiliza prototipos sociales étnicos, culturales y de género que dentro de nuestro contexto social, pretende representar mediante una marca el modelo presente de la vida económica socialmente dominante, así como la afirmación de una elección ya hecha en la producción de los objetos a consumir, no importando si económica o étnicamente, dichos objetos son opuestos a nuestras identidades reales, no a las socialmente construidas -pues éstas están construidas en parte, precisamente por la publicidad- sino a las que nos vienen dadas como parte de la estructura profunda de nuestra cultura y que queremos ocultar por no ser rentables socialmente.
