Recognition and Immortality in the Market and Beyond
Recognition and Immortality in the Market and Beyond
This chapter examines how Chamelqueños define prestige and status and how market women accrue prestige through their roles as marketers. It argues that Chamelqueños earn prestige in their daily pursuits and social interactions. Participating in resurgence movements, helping to preserve and promote Q'eqchi' culture, working to support others, showing strong personal character, joining municipal and family celebrations, and in some cases, accruing financial wealth and resources, are among the many ways by which Chamelqueños garner prestige and define their status. For some Chamelqueños, marketing also serves as a way to generate status. The recognition earned through these means generates immortality, ensuring that their legacies will persist and be remembered by future generations of community members long after they are gone.
Keywords: prestige, market women, Chamelqueños, Q'eqchi', status, marketing
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