Marketing the past: The ‘Shana village’ at Great Zimbabwe

Abstract

Great Zimbabwe, constructed by ancestors of the Shona people, is well known for its extensive drystone walls and remains of earthen house structures dating to the period between 1100 and 1450 AD. It is, on its own, a major tourist attraction. In 1986, however, a model of a nineteenth century ‘Shona village’ was constructed as a ‘live’ museum to create an additional attraction for visitors to Great Zimbabwe. We argue that, while live museums are an effective alternative to the traditional museum showcases as a way of presenting the past, the ‘Shona village’ at Great Zimbabwe faces a number of problems. Its construction within the Great Zimbabwe World Heritage site creates confusion for visitors. In addition, the components, personnel and activities shown within the village give the wrong impression of life among the Shona during the nineteenth century. The personnel dress in Western-style clothing and use modern tools in the craft manufacturing activities in which they engage. This live museum is therefore not an authentic representation of the period it is supposed to portray. We conclude that the village is of dubious value and has negatively affected the presentation of the World Heritage site.