Chapter

Joujouka/Jajouka/Zahjoukah

Edited by Walter Armbrust

in Mass Mediations

Published by University of California Press

Published in print September 2000 | ISBN: 9780520219250
Published online May 2012 | e-ISBN: 9780520923096 | DOI: http://dx.doi.org/10.1525/california/9780520219250.003.0006
Joujouka/Jajouka/Zahjoukah

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This chapter discusses the “world beat” marketing of a Moroccan ensemble. It analyzes the Jajouka phenomenon, and determines that it suggests none of the displacement or subversion implied by Ella Shohat and Robert Stam's celebration of nonmetropolitan performance in metropolitan venues. The chapter determines that “world music” makes the most sense in terms of metropolitan tastes for exoticism.

Keywords: world beat marketing; Moroccan ensemble; Jajouka phenomenon; nonmetropolitan performance; world music; metropolitan tastes; exoticism

Chapter.  7208 words. 

Subjects: Anthropology

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