Moreno: "THE CULTURAL APPROACH SELLS" 1 "The Cultural Approach Sells": Negotiating Development Agendas Through Identity Politics In Otavalo Valley, Ecuador (original) (raw)

In Otavalo valley, an indigenous organization celebrates the most important event of the year, the Inti Raymi, in which (unlike other celebrations in the region) alcohol consumption is not permitted. This departure from the traditional celebration indicates the ways in which the indigenous organization contests and accommodates its donor agency's evangelical affiliation. Organizing a feast viewed contrary to evangelical values challenges the donor agency's definition of development. At the same time, it allows the indigenous organization to gain legitimacy for its ethnic agenda and approach to development. The indigenous organization integrates local indigenous practices into development activities, and, in this process of incorporation, simultaneously creates its own understanding of development. This article argues that an agenda based on indigenous identity helps the indigenous organization redefine its power vis-à-vis its donor agency.