<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1870-5766</journal-id>
<journal-title><![CDATA[Península]]></journal-title>
<abbrev-journal-title><![CDATA[Península]]></abbrev-journal-title>
<issn>1870-5766</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Centro Peninsular en Humanidades y Ciencias Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-57662024000200087</article-id>
<article-id pub-id-type="doi">10.22201/cephcis.25942743e.2024.19.2.89178</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Mercantilización de la cultura maya: consumo y moda en el capitalismo contemporáneo]]></article-title>
<article-title xml:lang="en"><![CDATA[Commodification of Mayan Culture: Consumption and Fashion in Contemporary Capitalism]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Iturriaga]]></surname>
<given-names><![CDATA[Eugenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Yucatán Facultad de Ciencias Antropológicas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<volume>19</volume>
<numero>2</numero>
<fpage>87</fpage>
<lpage>110</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-57662024000200087&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-57662024000200087&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-57662024000200087&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En el capitalismo contemporáneo, la mercadotecnia étnica y cultural ocupa un lugar destacado en el consumo de las clases medias altas globalizadas que buscan una autenticidad refinada. En este trabajo busco reflexionar sobre el consumo de &#8220;lo maya&#8221;, en un momento en que los discursos sobre la autenticidad de las tradiciones y los saberes se han convertido en un instrumento político y de acceso a recursos. Primero, quiero reflexionar sobre el papel del consumo y la moda en el capitalismo contemporáneo. Después, en cómo las políticas culturales internacionales, el reconocimiento de las naciones pluriculturales y la patrimonialización de la cultura abrieron la puerta a un mercado turístico que busca vender experiencias, sensaciones y contacto con la ancestralidad. Por último, abordaré el caso de la mercantilización de &#8220;lo maya&#8221; tanto en espacios rurales como urbanos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In contemporary capitalism, ethnic and cultural marketing holds a prominent place among the consumption habits of the globalized upper-middle classes seeking refined authenticity. In this work, I aim to reflect on the consumption of &#8220;the Mayan&#8221;, in a time where discourses on the authenticity of traditions and knowledge, have also become political instruments and ways for accessing resources. First, I want to think about the role of consumption and fashion in contemporary capitalism. Then, how international cultural policies, the recognition of multicultural nations and the patrimonialization of the culture opened the door to a tourist market that seeks to sell experiences, sensations and contact with ancestry. Lastly, I will address the commodification of &#8220;the Mayan&#8221; in both rural and urban spaces.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[cultura maya]]></kwd>
<kwd lng="es"><![CDATA[turismo]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
<kwd lng="es"><![CDATA[mercantilización]]></kwd>
<kwd lng="es"><![CDATA[moda]]></kwd>
<kwd lng="en"><![CDATA[Mayan culture]]></kwd>
<kwd lng="en"><![CDATA[tourism]]></kwd>
<kwd lng="en"><![CDATA[consumption]]></kwd>
<kwd lng="en"><![CDATA[commodification]]></kwd>
<kwd lng="en"><![CDATA[fashion / trending]]></kwd>
</kwd-group>
</article-meta>
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