Economy

 

The Otavalo people have been merchants since before the Inca Empire. Producing clothes and selling them has without a doubt influenced the construction of the Otavalo identity. One of the factors that has been involved in the making of this public identity is marketing (Dávila 10). By capitalizing their ‘exoticism’ the Otavalos became an authentic and thus commercially valuable population. This identity formation has been influenced by the dominant hierarchies of race, culture and nationality. The Otavalo as an entrepreneur is selling products with an ‘indigenous touch‘ and is therefore increasing the visibility of indigenous populations around the world but also contributing to the homogenization of a heterogeneous population into a single market (Dávila 8). Even though their merchandising dates back to the twelfth century we have to note that nothing escapes commodification. In a globalized world with new diversities and the flow of populations and cultural goods the demands for establishing belonging have increased (Dávila 11). By keeping up their indigenous identity and authenticity the Otavalos have certainly created a profitable identity influenced by notions of belonging and cultural citizenship. 

 

The following part of the website is dedicated to textile industry, tourism and music in Otavalo and we are looking at questions like in how far indigenous identity and authenticity built up and strenghtened the economy, how this influences the above mentioned branches and what kind of visible or hidden racial implications there are.