Abstract

VEGA SLEE, Johnatan. "Peru is a great brand"? Tensions in the idea of nation of the Peru Brand and the Bagua massacre (2006-2012). Desde el Sur [online]. 2023, vol.15, n.3, e0047.  Epub July 25, 2023. ISSN 2076-2674.  http://dx.doi.org/10.21142/des-1503-2023-0047.

The tensions in the idea of the nation that builds the Peru Brand are analyzed in the face of state discourse and action around the extraction of natural resources and indigenous peoples. From a critical anthropological and historical approach, an empirical base is studied, constituted by the visual and discursive production of the Peru Brand (2009-2012) and the policy towards indigenous peoples, which is concentrated in the government of Alan García (2006-2011) and the most representative conflict of contempt towards them: the Bagua Massacre (2009). The representation of the nation that builds the Brand is resolved on the basis of racialized ideas that highlight the diversity of cultures towards the outside, betting on inserting itself into the flows and demands of the global market. The tensions are reflected in the socio-environmental conflicts and the rejection of the indigenous people, who, culturally prominent abroad, are disdained in the country, attempting against their lives and worldview in favor of business interests.

Keywords : Brand Peru; nation; indigenous people; Bagua Massacre; neoliberalism.

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