Keywords:
Commodification, Globalization, Modernization, Empowerment in Rural areas
Abstract:
The forces of globalization, as well as glocalization, increased the pace of
commodification of traditional cuisines across the globe, with the increased
hegemonization of the western food culture and consumption pattern among the majorityof the segment of the population. Such forces led to both positive as well as negative
impacts on the tribal communities, with simultaneous economic progression and loss of
cuisine authenticity. The fundamental aim of this research, therefore, revolved around
critically exploring the phenomenon of commodification among the Bodo community of
the Sonitpur district of Assam, with a considerable exploration into the objectives like
understanding the impact such phenomenon led to impacting the originality of the
traditional food as well as understanding the ways through which the lifestyle of the
young generation underwent a change. The aspect of “ethnic culture”, which is
considered by the emerging population as malleable, contingent and situational,
increasingly turns to be symbolic when there is an experience of a threat from external
ethnic groups, resurgence when there is the involvement of or activation of social
movements and when there is a coalesce concerned with the pan-ethnic identity where
similar treatment is given to a single race. All ethnicities share the “sense of ancestry” or
“common descent” rooted in these forms, as well as the emerging ethnicities that have
their own share of exclusivity that is contingent upon consumption, knowledge as well as
deployment of practices and symbols that are linked to ethnic groups or culture. This
aspect of ethnic affiliation is termed “affiliative ethnic identities”, which are not
contingent upon or not connected to the ancestral ethnic identities but rather on the affiliation attached to a specific “ethnic group” by an individual (Smith 1993).