High culture, high context: online strategies of indigenous cultural enterprises

Indigenous Australians experience a great demand for their culture, but do not benefit sufficiently from its commercialization. Recent developments in digital and Internet technology have presented new commercial opportunities for mainstream enterprises and for greater interaction between global cultures. Indigenous Australians recognized these opportunities and have adopted Internet technology across a range of sectors. Very little is known about Indigenous -owned enterprises and their e-commerce practices, particularly in the lucrative cultural sector. This paper draws on a national online survey and enterprise case studies to examine approaches to, and perceptions of Internet commerce in Indigenous-owned culture sector enterprises. Cultural products (such as art, craft, dance, theatre and cultural tours) are not traditionally aligned with e-commerce which favours intangible and standardised, easily comparable products. However some Indigenous enterprises have been highly successful at increasing income and viability through the online medium. Because of the complex preconditions for selling Indigenous culture, transactions are rarely conducted fully on the Web. The research found that in examples of successful Indigenous e-commerce, cultural enterprises first establish social and cultural contexts before achieving economic gains. Social contexts are built online through relationships and communication, which underscore reputation, and transactions as 'experiences'. Online construction of a product's cultural context is used to ensure 'authenticity', which can act as a subtle alternative to online branding and trust.