쇼백을 통한 에카 로열쇼의 문화적 지속가능성

초록

This study examines Show Bags as a medium through which The Ekka, The Royal Queensland Show, has become embedded in local cultural memory over a century, and accounts for its cultural sustainability. Held annually in Brisbane since 1876, the Ekka has grown into Queensland's foremost agricultural show. Show Bags–themed merchandise bundles originating at the Ekka–constitute a commercial commodity in tension which the Show’s agrarian identity, yet have become its most emblematic symbol through a century of repeated purchase and sharing each show season. Drawing on Yi-Fu Tuan's theory of place and Jan and Aleida Assmann's theory of cultural memory as its analytical framework, this study traces how this consumption practice, examined through official records, literature, and press materials generates place-based meaning and constitutes communal identity across generations. It argues that the Show Bags function as a cultural text at the intersection of place experience and cultural memory, underpinning the Ekka's cultural sustainability, and proposes consumption practice as a framework for cultural transmission in festival studies.

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