Marketing Memory
Marketing Memory
This chapter summarizes key themes and presents some final thoughts. It argues that by perpetuating the traditions of their ancestors, market women connect themselves to the prestige and power of the past, honoring the legacies of their ancestors who dominated the market in previous generations. The local category of the house provides them with a flexible model of kinship that ensures their ability to select viable heirs to continue their family's participation in the market and preserve their high-status identities over the years and generations to come. By doing so, and by becoming prominent figures through marketing, these women secure their own immortality as a part of the narrative that governs local history and memory. Through the recognition, power, and prestige they generate in the market, the women, like their market ancestors before them, will forever remain an integral and inextricable part of life in Chamelco.
Keywords: Q'eqchi' house, market, Chamelco, historical memory, kinship, global capitalism, historicity
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