Culture or commerce? Craft as an ambiguous construction between culture and economy

Ola Gunhildrud Berta

Journal of Cultural Economy, 2025, vol. 18, issue 1, 92-108

Abstract: Contemporary craft presents a conceptual difficulty for many Marshall Islanders, who struggle to construct definitions that rely on a clear-cut separation between culture and economy, in which craft is perceived to serve either cultural or commercial purposes. However, this article ethnographically illustrates that craft is an ambiguous construction. Its ambiguity stems from conflicting notions of culture and commerce, which is tied to valuations along the commodity – non-commodity spectrum. Marshallese craft was initially conceptualized locally and externally as something akin to tourist art aimed at an external other – that is, as commercial craft – but has since turned inwards to become culturally meaningful. Yet, despite this conceptual separation between commercial and cultural crafts, Marshall Islanders make, use, and circulate craft in ways that muddles such clear-cut categories. Instead, people see themselves and others as catering to economic and cultural needs at different moments using the same artifacts – a contextual alteration that contributes to a gradual shift in valuation. The ambiguity of craft therefore illuminates the continuous conceptual work of keeping culture and economy separated, a work that itself should be understood as a process of cultural production.

Date: 2025
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DOI: 10.1080/17530350.2023.2229335

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