Markets and Marketers
Markets and Marketers
This chapter explores the significance that the market plays both as an economic institution and a center of socialization for Chamelqueños. In doing so, it describes life in the market and analyzes marketing as women's vocation. It argues that Chamelqueños classify the market as a center of Q'eqchi' personhood and the embodiment of ancestral tradition. Vendors sustain local families by providing them with critical access to necessary goods and by connecting to them to an institution representative of their ancestors. In the market, they exchange money and commodities not just for capital wealth, but also for Q'eqchi' personhood.
Keywords: Chamelqueños, Q'eqchi', market women, marketing, vocation, economic institution, socialization, personhood
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