In Chan’s article, she talks about how the Peruvian government praised the Chulucanas ceramic artistry and launched a project to promote the use of an “IP title” (aka Intellectual Property title), which is another fancy way of saying copyrights and patents. No it’s not for Internet Protocol in reference to IP address which I got confused at first since the article never defined the acronym, but took me like 4 pages in to go back to the beginning in a state of confusion and just read the title of the article saying “Enterprise Village: Intellectual Property and Rural Optimization”.
Moving forward with the article, it goes on to talk about how this project that was launched promised economic and cultural growth. These three things in particular were mentioned that were promised to the Chulucanas.
1) It would serve a branding function for consumers internationally that would distinguish Chulucanas ceramics in the global market. –> Essentially now they can brand these ceramics as Chulucana ceramics to the world and commodifying a culture to stereotype and centralize its culture and traditions and art into a physical marketable objects.
2) It would establish a set of “modern” market-oriented standards and regulations that ceramicists would have to adhere to in order to qualify their products. –> In my eyes it’s making this formula of what qualifies as Chulucanas art and setting an international standard not to just other ceramicists, but an international expectation of what they should be and anything that deviates from this new standard can’t be considered marketable or even considered a part of their culture. Thinking about it, it’s kinda funny that the expectations that outsiders have will be the judge of whats appropriate of their culture whether they have any knowledge or experience in the given culture. This establishment is saying “A+B+C= Chulucanas ceramics” to other ceramicists and ultimately that’s what will become the international standard.
3) It would recognize and protect the ancestral traditions of ceramics making inherited from the Vicus and Tallan peoples dating back to 500 B.C.–> The ideal is to protect and to continue this tradition of what they are known for, but in contrast to this, we can say that it’s also restricting the creativity of Chulucanas culture.
The reason why I’ve taken each part of these “economic and cultural” growths with a massive lump of salt is because I parallel this “IP title” with the issue that has been faced with Native Americans.
If we think about what is considered Native American art, we would respond saying that it includes these elements “A, B, C” (weaving, ceramics, painting; all including what the outside market as native american symbols).
To put that in simple terms:
“Native American Art” –> According to outside market and other competitors.
Formula –> Native American Art = A + B + C
A = Weaving (with native symbols)
B = Ceramics (with native symbols)
C = Painting (with native symbols)
Thus in turn, other competing artists in the culture accept this to be the way things are and must create art according to these perimeters in order to be marketable to the outside world, such as peruvian art to the world (relating to #1&2)
With Peruvian art being standardized in how it should look, feel, and function, this limits what they can do with their art and anything that deviates from this standard isn’t considered art. If an outsider saw a native american dress in blue jeans and a t shirt, they wouldn’t think they were native american unless they fit OUR standard of what they should wear. Chulucana ceramics will be not protect it, but cage the traditions and stunt further growth. (relating to #3)
I digress, the whole Native American Art history class has kinda made me cynical to this whole topic of branding and commodifying a culture.
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