Community Ltd. and the spirit of ethno-enterprise : exploring cultural branding and incorporation among the Makuleke

Van Zyl, Izak Jakobus (2010-03)

Thesis (MA (Sociology and Social Anthropology))--University of Stellenbosch, 2010.

Thesis

ENGLISH ABSTRACT: In this thesis, I examine the case study of the Makuleke in Limpopo province. This community entered the public spotlight when it regained its former homeland in the Kruger National Park. It currently partakes in an extensive programme on ‘responsible tourism’ via commercial expansion. This concession allows (or is supposed to allow) for increased community development and economic growth in the Makuleke region. The community has become more business-like in their approach to this concession. This process is encapsulated by the formalisation of the land management structures in what I refer to as Makuleke Inc. Makuleke Inc. has at its heart a ‘cultural business’, of which an ‘authentic Makuleke’ is presented and traded. I detail the production of unique, bona fide culture through branding (that is, commercial representation). This practice contributes to new or different configurations of identity and collective belonging. “

AFRIKAANSE OPSOMMING: In hierdie navorsingstuk behartig ek die gevallestudie van die Makuleke in Limpopo. Hierdie gemeenskap het die publieke oog betree nadat sy tuisland in die Kruger Nasionale Wildtuin teruggewen is. Tans is dit betrokke by ‘n omvattende program in ‘verantwoordelike toerisme’ deur middel van kommersiële ontwikkeling. Hierdie konsessie dra by (of is veronderstel om by te dra) tot verhoogde gemeenskaps- en ekonomiese groei in die Makuleke omgewing. Die gemeenskap se benadering tot genoemde toegewing is besigheids-georiënteerd. Hierdie proses word gekenmerk deur die formalisering van die grond-beheerstrukture deur wat ek noem Makuleke Inc. (ingelyf). Makuleke Inc. is as’t ware ‘n ‘kulturele onderneming’, waar ‘n ‘egte Makuleke’ voorgestel en verhandel word. Ek beskryf die produksie van ‘n unieke, egte kultuur deur die gebruik van handelsmerke (dit is, kommersiële voorstelling). Hierdie proses dra by tot nuwe of ander gestaltes van identiteit en gemeenskaplikheid.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/4282
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