FROM RITUAL TO REVENUE: TOURISM AND THE POLITICAL ECONOMY OF CULTURAL COMMODIFICATION IN KERALA
DOI:
https://doi.org/10.29121/ShodhSamajik.v3.i1.2026.62Keywords:
Cultural Commodification, Tourism, Kerala, Theyyam, Kathakali, Staged Authenticity, Visual CultureAbstract
Breathtaking landscapes and unique traditions best describe the destination of Kerala, from the vibrant ritual of Theyyam to the classical dance drama of Kathakali and the grand festivals of Onam and Vishu. However, in its eagerness to entice tourists, most of these cultural practices are transformed from meaningful community rituals into marketable products for global consumption. The core of this commodification is the turn from tradition into performance here, sacred rituals like Theyyam, though deeply bound with Kerala's caste systems and spiritual practices, are now staged for tourist entertainment. The spiritual and communal values that characterise such rituals are diluted so that they fit within the expectations of tourism: profound cultural expressions become spectacles. This, in turn, makes these practices less authentic and strips away their cultural depth, although it makes them more accessible. This study explores how Kerala's rich cultural heritage is being commodified by tourism under the pressures of capitalism and how the transformations that follow have changed the culture and the people of Kerala.
The paper also touches on the model of "responsible tourism" Kerala has lately adopted, with a veneer of fattening local communities and sustainability. It often conceals the deeper issue of exploitation. Local artists and cultural practitioners are pushed to tailor their traditions for tourists, leaving little room for agency or ownership over how their heritage is represented. The commercialisation of Kerala culture will benefit the more significant stakeholders in tourism, while the local community finds itself caught between balancing cultural preservation and economic survival.
This paper highlights how capitalism operates within Kerala's tourism sector by examining these dynamics. While tourism brings economic benefits, it also introduces challenges, as the culture that draws visitors is commodified and sold.
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