Globalized Ideas and Local Constructions

Abstract

The enhanced image of being Indian in contemporary Colombia For several years now, representation of cultures of “ethnic” or indigenous groups in terms of “wisdoms” that would be profitable to a society that is in the majority non-indigenous have been appearing in the discourses of a growing number of Colombians. This ethnic wisdom, often associated with Shamanism, would become incorporated in the life of westernized individuals, notably in spheres like physical and spiritual health, or harmonious relationships of individuals with other people in their circle. The article puts forward the hypothesis that these interpretations of local ethnic cultures are greatly influenced by an ideology that is spread to the global scale, which means that different ethnic groups in the world are the subject of the same type of image-enhancing representations.

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