Commercialization and Exploitation of Indigenous Culture: A Postcolonial Study of I, Rigoberta Menchú: An Indian Woman in Guatemala

Abstract

The commercialization and exploitation of indigenous cultures have become central concerns in postcolonial and cultural studies, particularly in societies shaped by colonialism, globalization, and economic inequality. Indigenous communities have frequently experienced the appropriation of their cultural practices, traditional knowledge, land, and labor for political and economic gain while receiving little recognition or material benefit. This paper critically examines these issues through I, Rigoberta Menchú: An Indian Woman in Guatemala (Menchú, 1984), a landmark testimonial narrative that documents the lived experiences of the K'iche' Maya people during Guatemala's civil conflict. Employing postcolonial and indigenous studies perspectives, the paper explores how Menchú's testimony exposes the systematic exploitation of indigenous labor, the dispossession of ancestral lands, and the commodification of indigenous identity under colonial and capitalist structures. It further argues that the text functions not only as a personal narrative but also as a collective testimony that challenges dominant historical narratives and asserts indigenous agency, cultural resilience, and resistance. By situating Menchú's experiences within broader debates on cultural commodification, representation, and indigenous rights, the study demonstrates how testimonial literature serves as a powerful medium for preserving cultural memory and confronting social injustice. Ultimately, the paper contends that Menchú's narrative remains highly relevant in contemporary discussions of cultural appropriation, neoliberal globalization, and the protection of indigenous heritage, emphasizing the need for ethical engagement with indigenous communities and the recognition of their cultural and political autonomy.