Commodification

Definition

Commodification is the process of transforming goods, services, or ideas into commodities that can be bought, sold, or traded in the market. This concept highlights how cultural artifacts, such as art, can lose their original meaning and significance when they are commercialized and objectified. In the context of African art, this means that colonial powers often appropriated these works for profit, stripping them of their cultural context and reducing them to mere products.

5 Must Know Facts For Your Next Test

1. Colonial powers often viewed African art as exotic and valuable, leading to its commodification for Western markets.
2. This process involved not just the physical sale of artifacts but also the reinterpretation of their meanings in a commercial context.
3. Many African artists did not receive recognition or compensation for their works once they were commodified by colonizers.
4. The commodification of African art contributed to a loss of cultural identity and heritage as these artworks became detached from their original contexts.
5. In contemporary times, there is a growing awareness and pushback against the commodification of cultural artifacts, emphasizing the need for respect and proper representation.

Review Questions

• How does commodification change the perception and value of African art in the eyes of colonial powers?
  • Commodification alters the perception of African art by transforming it from a culturally significant object into a mere commodity that can be bought and sold. Colonial powers often saw these artworks as exotic goods that could generate profit in Western markets, which led to a diminished understanding of their original meanings and cultural contexts. As a result, the value placed on these artifacts shifted from their intrinsic cultural significance to their market value, contributing to a distorted representation of African cultures.
• Discuss the implications of commodifying African art for both the artists and their cultures.
  • The commodification of African art has profound implications for both artists and their cultures. Artists often find themselves alienated from their own creations, receiving little to no recognition or financial reward for works that are commercially exploited. This practice can lead to a broader cultural impact where traditional practices and meanings are overshadowed by market demands. The erosion of cultural identity occurs as artworks become stripped of their original significance, leading to a loss of heritage for communities that produced them.
• Evaluate the long-term effects of commodification on the preservation of African cultural heritage in the face of globalization.
  • The long-term effects of commodification on African cultural heritage are significant, particularly within the context of globalization. As art becomes increasingly commercialized, there is a risk that authentic cultural expressions will be overshadowed by mass-produced replicas aimed at tourist markets. This can undermine efforts to preserve traditional practices and diminish the diversity of cultural expressions. However, there is also a counter-movement advocating for ethical engagement with African art that emphasizes respect, proper representation, and the need for community involvement in the commodification process. Balancing these pressures is crucial for sustaining African heritage in a globalized world.

Related terms

cultural appropriation: The act of taking or using elements from one culture by members of another culture, often without permission and in a way that can be exploitative.

marketization: The process of introducing market forces of supply and demand into areas that were previously not governed by market principles, often impacting cultural practices.

objectification: The treatment of a person or cultural artifact as an object devoid of agency or meaning beyond its commercial value.