The Good of New Age Goods

Abstract

Critical writing on cultural appropriation and commodification is often predicated on the assumption that the transformation of cultural goods into commodities is essentially a process of alienation: of consumers from themselves and of indigenous people from their cultural products. The consumption of indigenous practices and images by practitioners of New Age and alternative spiritualities has been the subject of particularly harsh criticism, with ‘New Agers’ excoriated as exploitative culture thieves. In this paper, I draw on ethnographic research into the use of commodified images of Australian Aboriginal people by practitioners of New Age and alternative spiritualities—and by Aboriginal people themselves—to suggest that the producers and consumers of such goods, and indeed the goods themselves, have a greater agency than is commonly recognised. I argue that, many critics of cultural and spiritual commodification fail to recognise or fail to take seriously, the meaning cultural goods can acquire when removed from the market place and personalised by their consumers. More to the point, the suggestion that such transformations are inherently alienating tends to elide the involvement of indigenous people in the production of imagery that complements (as well as competes with) New Age representations.