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Social and Behavioral Sciences Commons

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Anthropology

2010

Faculty Publications

Marketing

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Full-Text Articles in Social and Behavioral Sciences

The House In The Market: How Q’Eqchi’ Market Women Convert Money And Commodities Into Persons And Personhood, Sarah Ashley Kistler Jan 2010

The House In The Market: How Q’Eqchi’ Market Women Convert Money And Commodities Into Persons And Personhood, Sarah Ashley Kistler

Faculty Publications

Recent research argues that globalization in Latin America sometimes results in the homogenization of culture and loss of indigenous identity. This paper, however, explores how Q’eqchi’-Maya market women in San Juan Chamelco, Guatemala, generate Q’eqchi’ personhood by embracing the conflicts of value introduced by the confrontation of globalization with longstanding Q’eqchi’ values. I argue that in Chamelco, market women are mediators of value who participate in global capitalism to reinforce the categories that structure indigenous life. Q’eqchi’ women engage in marketing activities not only to accrue capital resources, but also to maintain local values, centered ...