Affective economy of ethnic Co Tu’s hand-weaving and craftivism in ZoRa Village, Nam Giang District, Quang Nam Province, Vietnam

Abstract

This research investigates the impact of the heritagization process on Co Tu weavers and addresses the challenges they face in preserving their cultural heritage while maintaining their craft traditions. It aims to explore how Co Tu weavers generate affective values through their craft to form and strengthen networks. Additionally, the study examines how these weavers construct their collective identity through implicit activism rooted in their craft production. Ultimately, the goal is to understand the significance and function of traditional hand-weaving in today’s society as a social product experienced and practiced at the grassroots level. To achieve this, the concepts of heritagization, affective economy, and craftivism are used for analysis. I use heritagization to analyze the regulatory impact of designating traditional hand-weaving as a National Intangible Cultural Heritage. This includes examining government conservation methods, management mechanisms, and the involvement of various actors in the process. The affective economy helps to understand the formation of weaving cooperatives and how weavers collaborate with various actors to secure resources and opportunities. It highlights the emotional value weavers circulate to sustain networks and improve socio-economic conditions. Additionally, I employ craftivism to examine the weavers’ purpose, emotions, and methods for strengthening their collective and ethnic identity and how their practices challenge social stereotypes and raise awareness of their traditions. To collect data, I conducted semi-structured interviews with 23 participants, including weavers, community-based tourism representatives, NGOs, and local government officials at various levels. Additionally, I facilitated a focus group discussion with eight weavers and observed their weaving activities and interactions with visitors at the weaving house. I also learned some weaving steps from the weavers to gain deeper insight into their practices. The research reveals that heritagization often prioritizes cultural commodification for tourism which then increases the pressure to produce on an industrial-scale. Despite these challenges, weavers exhibit resilience to safeguard traditional practices and organizational structures through the affective value known as tình cảm. This circulation of affect is a cohesive force binding individuals and communities while also shaping social networks and reinforcing solidarity. Depending on the context and actors involved, tình cảm manifests in various forms, including responsibility, emotional support, social connections, and closeness. The success of these weavers in revitalizing their ethnic identity, empowering women in negotiation, and critiquing governmental efforts underscores their resilience. The study provides insight into the Intangible Cultural Heritage of traditional handicrafts in Vietnam and emphasizes the importance of policies that prioritize community involvement, cultural revitalization, and gender sensitivity. It thus advocates for local development initiatives, revitalization of traditional festivals, recognition of sacred spaces, and awareness of evolving gender roles. Neglecting the local community’s input will risk the adverse effects of prioritizing cultural commodification for tourism.