When Culture Becomes Commodity: Explaining Cultural Appropriation

Pictured above – Lekáreň u Salvátora – One of the Oldest Jesuit Pharmacies Bratislava.

What Happens When Culture is Repackaged?

Imagine this: you’re on a wonderful all-inclusive holiday, the sun kissing your face (when it doesn’t even glance your way at home), sipping a coconut drink by the pool, watching a traditional ceremony that’s been trimmed, timed and translated for your enjoyment. Your clothes are ‘ethnic’ and ‘boho’, the food on your table is ‘authentic’ (just not as spicy), and the music in the air is ‘exotic’ and just not what you expected from a place like this. The moment is magical, so cultural…

So manufactured.

Culture is ever evolving. Travelling between borders and communicating beyond languages; there’s a fine line between appreciating a culture and from stealing its elements. In today’s interconnected world, cultural practices once shamed for their differences are now celebrated, often in ways which contradict their roots. When sacred traditions are reduced to hashtags and marginalised communities are priced out of their homes, it is time to have a discussion on how to reclaim and revive sustainable cultural exchange.

Cultural Appropriation and Cultural Appreciation

‘Cultural appropriation’ and ‘cultural appreciation’ are terms frequently thrown around during discussions regarding what is appropriate for someone outside of a culture or group to be doing (if this is a question, consider that it’s probably not something that you should be doing). The intention, impact and approach set the two ideas apart.

Cultural appropriation refers to the adoption of elements from a culture by those outside of the culture without permission of use or understanding, without respect for the cultural significance or history of adopted elements. Cultural appropriation can lead to cultural erasure, reinforcement of stereotypes and can create power imbalances. Clothing, symbols, practices and phrases can be appropriated.

Cultural appreciation refers to the genuine understanding, respect and admiration for the elements of another culture and involves an effort to learn, honour and understand the significance and history of another culture. This can lead to cross-cultural learning experiences and engagement with the culture, with permission.

Distinguishing the two terms empowers people to become educated on different cultures and respectfully engaged in the practices that the community consents to! Cultural appropriation can harm marginalised communities, further marginalising them. An important example of this is the appropriation of yoga by the Global North.

Pictured above Coronation Procession – Korunovačná – A Historical Parade accompanied by a Battle of Knights at the Main Square

Sacred for Sale: Preloved Goods, Everything Must Go!

‘For many years, I didn’t say much about what it feels like to have one’s heritage stolen and misused in yoga spaces’ – Arundhati Baitmangalkar, ex-Bollywood dancer & yoga teacher.

In her article, ‘How We Can Work Together to Avoid Cultural Appropriation in Yoga’, Baitmangalkar highlights the spiritual importance of yoga to Indian culture and heritage, hailing it as the practice of self-study and mind management, with the practice becoming a commodified multi-billion-dollar industry. According to Baitmangalkar, there are regional differences regarding the language used in the yoga space, with ‘Namaste’ being reserved for elders in some regions, and the word being different in others, such as ‘Namaskara’, ‘Namaskaram’ or ‘Vanakkam’. The careless dilution of sacred words, and Sanskrit symbols ensures they fit in with the idyllic Pilates princess, puppy yoga vibe.

This is not a harmless practice, it is cultural erasure. Many South Asian practitioners are excluded from the spaces selling their heritage, the yoga advertised in fitness studios acting as a mere workout rather than a spiritual practice. Additionally, mixing yoga with beer or puppies can be seen as disrespectful to the practice – but these things sell, and are amazing for the social media feed; just like that one café in town with the exposed wires and authentic concrete floor!

Pictured above – Canterbury, which is actually a very important place historically and culturally.

Cosplaying as Poor

Cultural appropriation and erasure are not limited to religious or inherently traditional practices, and happens all around us – including in our neighbourhoods.

Across London, 53 neighbourhoods once home to low-income residents and crime are now characterised by their aesthetic cafés, yoga studios and glass buildings. The significant visual improvement often incurs a huge debt which can only be paid by displacement and loss of culture. Rising rents, vanishing small businesses and the erosion of communities seems like a fine price to pay for a matcha, right? The revitalised neighbourhood, public transport and education brings a new clientele with more money, which allows new businesses to charge more until the old residents, both domestic and business, are forced to leave. This is gentrification.

Gentrification can be described as when the character of an area changes as wealthier people move into the area, pushing existing residents out. Gentrification can lead to housing, services, shops and restaurants becoming unaffordable. Gentrification harms the vulnerable and allows for severe inequality to go unchecked, with the area only improving for new clientele and not the existing residents. Gentrification can be seen as a form of class colonialism, eroding communities and only benefitting the new arrivals, and this can be seen through the ‘poverty aesthetic’.

The commodification of ‘streetwear’, the adoption the of slang and style of the working class by wealthier individuals minimises the struggles faced by those who have a lower income, making their struggles an image, rather than helping them.

Anyway, let’s discuss your all-inclusive.

Cultural Commodification

Indigenous communities across the globe have been impacted by cultural appropriation. Sun dances from Native America are now ‘Self-exploration’ Workshops, Native Taiwanese tribal dances are performed for tourists instead of during their relevant spiritual festival and the Uluru Trek – a sacred site which has been stripped of their significance for tourists to enjoy. While some of this is done by the native populations, many of the cultures do not have a choice: it is either profit from cultural appropriation or let those outside your culture profit from the appropriation.

However, many communities are fighting back: trademarking designs to protect their heritage and communities from fast-fashion and AI generated content, reclaiming slurs and symbols that once oppressed them, and opening yoga studios grounded in cultural authenticity. This allows groups to disarm those who would do them harm and often become terms exclusive to the community.

Pictured above – Piece of The First Transatlantic Telegraph Cable from the Science Museum, a past method of communication.

Liberté, Égalité, Solidarité

Cultural exchange can be beautiful. It can help us empathise, understand and empower marginalised communities. However, true cultural appreciation must come from listening and learning from others. Next time you walk in a ‘trendy’ neighbourhood, think about who lived there before, who profits and who was erased. Culture isn’t a costume or a commodity, it’s the history and lifestyle of the person sitting next to you on the train – so move your backpack out of the way and make room for more cultural conversations.