Cultural realignment, islands and the influence of tourism: A new conceptual approach

Abstract

This chapter introduces a new concept: ‘cultural realignment’, which embraces phenomena such as cultural representation, interpretation, stereotyping and branding. Cultural realignment is the intentional depiction or interpretation of a culture (or part of one) for a specific preconceived purpose. It relates directly to power, and there is a need for this broad concept to help comprehend processes in an era of increasing globalisation, the growth of cultural commodification and the proliferation of representations in media including the Internet. A prime concern of the chapter is the way that cultural realignment impacts on the identities of the communities subject to the realignment. The main examples given relate to island communities and their representation by anthropologists, and to island tourist destinations that have been subject to various descriptions, physical transformations and commodification driven by the tourism industry. A case study is examined as an example in the Canary Islands, using original research material related to longitudinal fieldwork.

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