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Culprit of commodification?

Mexico is a culprit of commodifying their culture and traditions to some extent. The indigenous tribes, especially, make handicrafts items for a living and sell them to government sponsored events. It is obvious that the people who would appreciate these cultural items would be the cultural tourists. There are many forms of art that the indigenous people engage in which is not evident in other parts of the world. Therefore, seeing this as an advantage for the people, commodifying is supported to allow these people to earn more income.

For example, pottery or textile art is sold at the markets or roadside stalls. Some tourists may buy it as a form of a souvenir or they may even treat it as a form of art. This would mean that it is commodifying the product as the culture behind it is reduced to becoming a symbol of purchase.

However, most of their traditions like bull fighting or the festivals are kept to the orginal dates. This preserves the authenticity of the festivals. It is unlike some rural areas in China where they perform the dances everyday. Therefore, the evidence of commodification of their culture is present to a small extent.

I believe that every country that supports tourism in their country would be guilty of commodifying their culture as it is a way of generating another form of revenue through merchandising and indirect promotion of their country. A souvenir brought back to the tourists’ home country would allow them to share their experience or memory of the location they visited. Therefore, commodification would be inevitable.

Changes brought about by tourism

The changes brought about by tourism are generally positive as it is helping Mexico develop at a faster rate. The government is recognising the potential and the niche area of Mexico. In 2005, Mexico earned 15% of the world tourism market. Mexican tourism experienced a 9.1% growth domestically. This helps to recover from Mexico’s trade defcit and generate foreign direct investment which is a benefit to the economy.

The government is planning to preserve the cultural heritage of Mexico’s different states and protecting the environment while solving its poverty issue. Although, it may be a plan but it is a sign of a positive step. Mexico is proud of its rich heritage and I believe their strong sense of loyalty to the country would spur them to further preserve their rich and diverse heritage. Their heritage is also a source of tourism. Their other niche market is their natural landscapes which attracts many different types of tourists from adventure tourists, cultural tourists, eco-tourists, leisure tourists, etc. Without protecting the environment, Mexico might lose their beauty and their major source of tourism. Lastly, with the tourism revenue flowing into the country, the government is hoping that it will benefit the people as well. In 2005, tourism provided 180,000 jobs. However, the breakdown on who the jobs were provided to is unknown. Thus, if the jobs went to the more educated people then the poverty cycle would not be eradicated.

The government is also reallocating resources to develop new and different destinations besides the recognised tourism hotspots of Cancun, Cozumel, Acapulco and Mexico City. This shows that the other areas will be developed as well, which means infrastructure will be implaced and improvements will be made to another area. This way there will not be a concentration of the population in the areas now.

A major concern would be the lives of the indigenous people in the future as more tourism developments occur. Would it affect their cultural lifestyle? Another concern would be that at the rate that tourism is developing and gaining popularity in Mexico, would it inflate the prices where the locals cannot afford.

Thus, the changes is brought about is more in terms of the macro perspective where the economy is gaining prosperity. However, on the micro perspective, it is unsure if the standard of living for the locals is improving as well since most of the tourist destinations are focused on the resort areas. These are places where there are less locals living.  

Disneyization

This term implies a homogenization of consumption, merchandising and emotional labour. Disneyization or disneyfication arose due to the fact that others tried to follow this concept of the dimensions of theming, hybrid consumption, merchandising and performative labour.  Despite having many negative connotations to this concept, it is still highly adopted all around the world.

The most prominent evidence of disneyization can be seen at theme parks. However, not all theme parks can be considered to be disneyfied in my opinion. Some theme parks do not reflect the dimensions of disneyization. Now, I will introduce some disneyfied locations in Mexico. However, not all information may be available due to the language barrier as most of the official websites are in Spanish.

1. Six Flags Mexico, Mexico City

Six Flags is known to be one of the best theme parks of the world. It is located at the south of Mexico City. It boasts carnival rides, games and 5 roller coasters. Boomerang, was the first in the world with an outdoor round trip, Batman the Ride is the only inverted roller coaster in Mexico and Superman, the last escape is the highest and fastest in Latin America. The theme park also has a dolphinarium where there are many bonding activities that can be done with dolphins.

Batman

Although, the theme is not outrightly stated, the rides are named after cartoon superheroes like Batman and Superman which both adults and children can relate to. This theme makes it easier to brand itself as the theme is applied in their retail shops where they sell merchandises with the Batman or Superman logo on it. Theme parks are generally an all-in-one attraction which encompasses all forms of entertainment. There are restaurants and eateries within the grounds as well as retail shops and not forgetting the main attraction which is the rides itself. Hence, this makes it a form of hybrid consumption as it is a one-stop location. Lastly, Six flags expects its employees to deliver smiles and thrills to the guests. This indirectly shows the performative labour as the employees are expected to be cheerful so that the guests can be happy.

2. Parque Plaza Sesamo, Monterrey

Parque Plaza Sesamo is a theme park based on the famous characters of Plaza Sesamo, the Spanish version of Sesame Street. The theme park has water rides, play elements, live entertainment and state-of-the-art technology. It is a privately owned venture lead by several Mexican investors. CTW has allowed the park the liscense to use its characters. Official sponsors include Coca Cola, Hewlett Packard, Polaroid and CMEX.

This theme park is themed based on the Sesame Street characters. All the rides are named in relation to Plaza Sesamo for example, Expresso Minero (Mine Train) and Aerosesamo. Hybrid consumption is also present as there are restaurants, snack bars and theatres. This is definitely a location targeting children. There are many Sesame Street mascots and it is considered performative labour as the children would want to take pictures with them. Even if the employees wearing the mascots are tired or get ‘abused’ by the children, they have to endure their shifts. This makes it disneyfied.

3. Peri Magico, Mexico City

This amusement park is very unique as it is located within an existing shopping mall. Who would have thought of that? Incorporating both elements together which is like bringing the fun to the shops. Simultaneously, it would definitely generate higher revenue for the shopping malls.

Peri Magico is built in the middle portion of a mall, Peri Norte which is situated outside Mexico City. This fun center has a glass roff that allows shoppers on the other levels of the mall to look down on the activities. This tempts them to join in the fun. A popular ride is the steel roller coaster ‘Huracan’, the Mayan word for hurricane.

This example does not reflect the theming dimension but more of the hybrid consumption dimension. This shows that many forms of entertainment can be confined into just that one location. A mall is usually a place where locals purchase their groceries, necessities or shopping. The addition of having the fun center, it further promotes consumption of the people to take place.

4. Bubba Gump Shrimp Company

The Bubba Gump Shrimp Company Restaurant is a movie themed dining place inspired by the 1994 movie Forrest Gump. It is a family styled restaurant that features an array of shrimp dishes. However, it also serves other items for those who want a range of food items. The interior décor reflects the snippets of the movie. For example, a imitation of Forrest Gump’s running shoes, posters with ‘Run, Forrest, run!’ on it and pictures of actors and actresses playing the roles in the movie.

Globalisation allows the restaurants to have 32 outlets worldwide. Two of which are located in Mexico. One restaurant is in Plaza Flamingo, Cancun and one in Puerto Vallarta.

This is considered to be disneyfied as it has a theme and merchandises are sold like souvenirs and apparels which all display the Bubba Gump logo or name. This whole package of having the theme and merchandise together with the good food, makes people come back for more.

5. Club Med, Cancun Yucatan

Club Med promotes itself as an all inclusive resort and is set up all around the world. In Cancun Yucatan resort, the theme is the relaxed and natural atmosphere. The staffs all wear uniforms with the Club Med logo and portray a relaxed nature. Facilities and amenities are abundant at Club Med as they aim to be all-inclusive therefore catering to the different needs of their clientele. Being an all-inclusive resort, it definitely promotes hybrid consumption as the tourists are there to spend, enjoy their vacation and relax.

Club Med has their own retail shop in every resort they own. The shop sells a range of apparel for the tourists to purchase. At the same time, it helps in advertising their brand when these items are brought back as souvenirs. Lastly, the staff are always friendly, smiling and enthusiastic about their job. This is the requirement of the Club Med staff as they need to be approachable all the time due to the many events and activities they have at the resort. Therefore, Club Med engages in performative labour. The interaction between the staff and the tourists are much higher than that at the theme parks. Therefore, Club Med is highly disneyfied all around the world and not just in Mexico.

 

Disneyization reflects the breach between production and consumption which is achieved through the visual removal of all hint of production and the blanketing of consumption with layers of fantasy so that residents are blinkered from seeing the actual labour processes that condition and define their lives (Bryman, 1999). Moore mentioned that workers sewing Hercules, 101 Dalmations and Lion King children’s clothes were forced to work overtime and bathroom visits are limited to two per person and permission to leave must be granted. The factory also does not have clean drinking water for anyone so water must be brought by employees.

We are all blinded as consumers and we often do not think of all these issues and purely think of our own selfish needs like entertainment and enjoyment. Disneyization is largely evident all around the world due to globalisation. Yet despite the negativity of the whole concept, it is proving to be a successful strategy for companies to make greater profits.

Country known for

Food

Mexican food is known for its rich flavours infused with spices or chillies and the colourful presentation of the dishes.

Tortillas

It is the staple food for generations. It is made of flour or maize and often served as alongside a meal. It can also be used in a variety of dishes. It is rolled and baked for enchiladas, fried for tacos and grilled for quesadillas.

Salsa

It is a dip or sauce that is made up of red or green mix of tomatoes, onion, chilli and coriander.

Tequila

This is a spirit that is served at bars or pubs. It can also be served as a cocktail. It is usually served mixed with lime juice in salt rimmed glasses.

Bullfighting

It is one of the leisure activities in Mexico. Although it is an illegal sport, large crowds are drawn to stadiums to catch a glimpse of the hype. Bullfights are held at the bullring Plaza de Toros. The season is from December to April every Sunday and most holidays.

The Jarabe Tapatio

This Mexican Hat Dance is known as the national dance of Mexico. The music is Mexican folk that was written in the 19^th century. The dance was choreographed in the 20^th century for a performance at a fiesta thrown at the end of the Mexican Revolution. Today, it is still widely performed during fiestas or other events.

Types of leisure programmes

There is an endless range of sporting activities due to the diverse topography of Mexico. Hence, activities that can be done include hiking, trekking, mountaineering, climbing, scuba diving in the Yucatan region. Extreme sports like Bungee jumping and paragliding are also becoming popular in Mexico.

Soccer or futbol is one of Mexico’s favourite sports. The Tigres and the Chivas are Mexico’s most known soccer teams. It is no doubt a form of bringing people together within and across nation’s as well.

Another sport that is popular in Mexico is Lucha Libre, which is free fighting in Spanish. It is a type of professional wrestling that is inspired by American pro-wrestling. The unique aspect of this type of wrestling is that the wrestlers wear masks and does not use their own names. Their identity is to be kept a secret. Only in rare events that the mask of the wrestler is removed, which the crowd is always anticipating.

There are other types of leisure programmes through the dances and music mentioned earlier. The Mexicans do love their entertainment and fun. They embrace their life by enjoying it through fiestas and feasts.

Indigenous groups, languages and mode of education

Indigenous groups

In the past, there was the presence of the Olmec civilisation. Later on, there were the Aztecs, a wandering Chichimec tribe from the north or west who were led to the Valle de Mexico by their priests. The Aztecs resided around the current Mexico City. Historical evidences found that multiracial communities resided in Teotihuacan. The Maya civilisation which influences Mexico’s culture today was previously influenced by other Medoamerican civilisations. They inhibited in south-east Mexico while the Zapotec and Mixtec culture located at the valley of Oaxaca and the Purepecha in Western Mexico.

The most prominent groups are the Tarahumaras, Nahuas, Huicholes, Purepechas, Mixtecos, Zapotecas, Otomis, Totonacas and Mayas which still make up the major population groups in some regions in the country. The indigenous people are concentrated in the south but some large groups, the Yaqui, Mayo and Tarahumara, are in the north. The states of Oaxaca and Chiapas have the largest proportion of indigenous people. However, indigenous peoples in Mexico are often considered as second class citizens by ‘pure European’ Mexicans and mixed race mestizos.

Mexico has 62 indigenous groups and each has a unique language although some languages may have multiple dialects. In 2005, the indigenous population summed up to about 12 million which represents 11-12% of the nation’s population. Most of the indigenous population are in the central and south eastern states.

Languages

Spanish is the official language in Mexico. Almost the entire population speaks Spanish, which makes Mexico the largest Spanish speaking country in the world. 7.5% of the population also speaks indigenous languages. There are at least 31 different Amerindian language groups where the five most spoken indigenous languages are Nahuatl (Aztecs’ language), peninsular Maya, Zapotec, Mixtec and Otomi.

Body Language

Mexicans do not really respect personal space and they may stand really close when conversing. They also feel that refusing an invitation is rude, thus they might agree to a meeting but it may end up being a ‘no show’. Standing with your hands in your pockets is viewed as impolite and ill mannered. Putting your hands on your hips is confrontational too. Lastly, using the ok sign by joining the thumb and index finger is an incredibly rude sign. Therefore, all these minor body languages should be avoided as they Mexicans may take it the wrong way.

Mode of education

Compulsory education is nine years as of 1992. However, many people do not adhere to this law. In 2004, the literacy rate is 91%.

The education system consists of Basic, Secondary and higher education. Basic education includes preschool, primary school and lower secondary school. Preschool is usually free for children aged 3-5. Primary school is compulsory 6 year course while lower secondary lasts for 3 years. The secondary education has 3 stages, general upper secondary, technical professional and technological upper secondary education. Finally the higher education has 4 choices, university, technical institute, teacher-training college or technological universities. Students can choose any 4 year degree in colleges and universities which is known as licenciatura.

The seriousness of Mexico’s literacy rate is shown through the video below.

http://www.youtube.com/watch?v=xm47s-bRfMc