Marketing Mardi Gras: Commodification, Spectacle and the Political Economy of Tourism in New Orleans

TLDR

Urban scholarship on tourism and place marketing has focused on consumption, sign-value, autoreferential culture, and textual deconstruction, while marketing is defined as sophisticated advertising that shapes fantasy, consumer needs, and place images to attract capital. The study critically evaluates these four themes through a case study of Mardi Gras in New Orleans. Using political‑economy analytical tools, the authors examine tourism’s rise in New Orleans, its consequences, and the key actors and interests behind Mardi Gras marketing. The study shows that the cultural and linguistic turns are limited, and instead applies commodification and spectacle to explain city marketing, globalized celebrations, and tourism’s political economy.

Abstract

Recent urban scholarship on the rise of the tourism industry, place marketing and the transformation of cities into entertainment destinations has been dominated by four major themes: the primacy of `consumption' over 'production'; the eclipse of exchange-value by sign-value; the idea of autoreferential culture; and, the ascendancy of textual deconstruction and discursive analyses over political economy critiques of capitalism. This paper critically assesses the merits of these four themes using a case study of the Mardi Gras celebration in New Orleans. The analytical tools and categories of political economy are used to examine the rise and dominance of tourism in New Orleans, explore the consequences of this economic shift and identify the key actors and organised interests involved in marketing Mardi Gras. 'Marketing' is the use of sophisticated advertising techniques aimed at promoting fantasy, manipulating consumer needs, producing desirable tourist experiences and simulating images of place to attract capital and consumers. The paper points to the limitations of the 'cultural turn' and the 'linguistic turn' in urban studies and uses the concepts of commodification and spectacle as a theoretical basis for understanding the marketing of cities, the globalisation of local celebrations and the political economy of tourism.