Paper short abstract:

This paper addresses the insertion of the BRICS in the global market for cultural commodities, both as producers and consumers. Focusing on tourism and cultural villages in South Africa, it discusses whether intensified south-south exchanges are transforming old patterns in this market.

Paper long abstract:

A significant part of the current global trade relates to cultural commodities, including software and information, but also fashion, tourism and the arts. The insertion of the BRICS in this section of the world market is especially interesting. The attribution of value to cultural commodities is closely related to ideas such as authenticity and difference. Until recently, the market for new and genuine cultural experiences implied specific roles related to the "west" and the "rest". The latter was seen as a source of attractive exotic products to be consumed by people in the "modern world". But what happens to this market when the world system goes through changes? The proposed paper addresses this question, focusing on tourism and cultural villages in South Africa. For a long time, South Africa has been considered a provider of cultural goods, with particular emphasis on music. Today, cultural villages still represent an important stage for ethnic music and dances. But the audience has been changing to include a significant number of Chinese, Indian and Brazilian tourists who follow new global flows. It means that historical producers of cultural commodities are turning into consumers as well. Based on fieldwork conducted in South Africa, this paper points out continuities and ruptures related to the commodification of culture, discussing whether intensified south-south exchanges are transforming old patterns and stereotypes.