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|Authors:||Ma. Rina Locsin: Department of Communication, University of the Philippines Baguio, Philippines|
|Publication title:||Fashioning a Culture through Baguio City’s Ukay-Ukay|
|Conference:||Inter: A European Cultural Studies : Conference in Sweden 11–13 June 2007|
|Publication type:||Abstract and Fulltext|
|Abstract:||The term ukay-ukay is derived from the Filipino hukay, which means to dig up. In Baguio City in the Philippines, ukay-ukay describes the thriving secondhand clothing industry that is slowly shifting the city’s image from tourist capital to castoff clothing hub. Below the surface of this image runs a wide gamut of social, cultural and commercial interactions. |
I will explore the complex ukay-ukay phenomenon within the context of Filipino anthropologist Prospero Covar’s Total Environment Framework and attempt to interpret its facets.
My exploration will cover the evolution of the ukay-ukay from the 1980s’ ‘generic street piles’ in the market area to the more upscale ‘selections’ in the city’s business district and on e-bay. I hope to present a coherent portrayal of these and in the process expect to cover the manner in which Baguio City fashion has been democratized and, in a larger sense, how consumers have acquired a global fashion outlook through the trade of goods stuffed in ‘boxes’ from Hong Kong .
In the area of social discourse, I will include the coining of terms that are uniquely applicable to the ukay-ukay trade and the connotations of certain figures of speech. Also of relevance are the roles played by the ukay-ukay proprietor: as castoff fashion expert dictating trends; as facilitator of brand consciousness; as price tag authority. Also of relevance is the proprietor’s ability to distinguish the seasoned local bargain hunter from the ‘amateur’ out-of-town shopper.
|No. of pages:||9|
|Series:||Linköping Electronic Conference Proceedings|
|Publisher:||Linköping University Electronic Press, Linköpings universitet|
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