Whose Diwali is it? Diaspora, Identity, and Festivalization

Abstract

This article interrogates how the government engagement in economic and political management decisions may affect the cultural representation and cultural identity of minority or diasporic cultures. Set in Auckland, New Zealand, the results demonstrate how festival producer relationships and diaspora community involvement transform under the influence of festivalization. Auckland's “Major Civic Event,” Diwali: Festival of Lights is the largest festivity representing New Zealand's Indian diaspora. More recently, and especially in diasporic settings, Diwali has been referred to as a “festival” and a public celebration for Hindus and non-Hindus alike. The case study, central to this research, traces factors (1998 to 2013) that have transformed the production of Diwali, one of India's most important cultural festivals, from a community celebration to a cultural tourism destination. The findings in this research demonstrate how diaspora communities react when executive management decisions seek to align events with larger tourism and economic development strategies central to festivalization.