Perevalova E., Kisser T., Konkova J. Souvenir and Ethnicity (Yamal and Taymyr Experience)

Elena Perevalova
Peter the Great Museum of Anthropology and Ethnography (Kunstkamera) of the Russian Academy of Sciences
Saint Petersburg, Russian Federation
ORCID: 0000-0002-9480-715X
E-mail: Elena_Perevalova@mail.ru 

Tatiana Kisser
Peter the Great Museum of Anthropology and Ethnography (Kunstkamera) of the Russian Academy of Sciences
Saint Petersburg, Russian Federation
ORCID: 0000-0001-9246-2787
E-mail: tkisser@bk.ru 

Julia Konkova
Peter the Great Museum of Anthropology and Ethnography (Kunstkamera) of the Russian Academy of Sciences
Saint Petersburg, Russian Federation
ORCID: 0000-0003-4352-9054
E-mail: julialim@list.ru

 

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ABSTRACT. Manifestations of modern ethnicity consist in a shift towards consumerism in the form of the development of a diverse ethnoindustry, including ethnodesign, ethnotourism, creation of regional brands, and souvenirization of cultures. Presenting ethnicity through ethnic souvenirs (products of ethnic design) is a relatively new phenomenon, gaining momentum in the Arctic regions in connection with the development of ethnic (indigenous) tourism and the need for image promotion of the regions. At the same time, the process of souvenirization of ethnicity leads to the transformation of a tradition and its adaptation to market conditions. One can observe a “commodification” of ethnicity and its transformation into a consumable tourist product (souvenir). Monetization often runs counter to the “ethnic foundations”. In Yamal, in contrast to Taymyr, the process of souvenirization of ethnicity has acquired a large-scale character, which has led to the formation of an extensive “infrastructure” of souvenir production and sales. The tourism industry in Taymyr, which is in its infancy due to a number of reasons (inaccessibility of the region, weak transport infrastructure, loss of the status of a separate constituent entity of the Russian Federation, lack of funding for ethno-oriented projects), has not yet given a proper impetus for the development of souvenir crafts. The souvenirization of ethnicity is facilitated by grant support for ethnocultural projects, Internet accessibility and the activity of representatives of an indigenous minority on the Web, popularization of ethnoblogging and maintenance of thematic groups on social media, and holding creative contests and festivals.

 

KEYWORDS: souvenirisation, visualization of ethnicity, tradition, innovation, souvenir, traditional arts and crafts, ethnodesign, ethnotourism, Yamal, Taymyr

 

DOI 10.31250/2618-8619-2021-4(14)-249-261
УДК 338.46:39

 

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