Asian Review

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This paper argues that commercialization of indigenous cultures may contribute to their continued survival. This is based on the findings from a case study in Ifugao, Philippines. Because of various factors like the conversion to Christianity, the adaptation of national systems of government and education, and the introduction of international mass media, the indigenous Ifugao cultural practices are vanishing. In an attempt to revive these practices, the municipal and provincial governments in Ifugao are arranging annual festivals showcasing indigenous culture. In this process Ifugao culture is commercialized, as the indigenous practices are being performed out of their original contexts as parts of a program created to entertain an audience. By participating in these festivals, Ifugao youth increase their indigenous knowledge, at the same time as they are becoming more interested in Ifugao culture.



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