The Quest to Consume the Authentic Other: The Mexican Temazcal as a Case-Study Analysis of Experiential Consumption in the Periphery of Neoliberalism

Abstract

This thesis explores the contemporary practice of the temazcal, a traditional Mexican sweat lodge ritual, within the context of neoliberal globalization. It examines how the temazcal functions as a cultural-spiritual practice that has been commodified to appeal to urban, middle-class consumers seeking alternative spiritual experiences. The research is based on fieldwork conducted in the Tepoztlán valley, Mexico, where the author participated in multiple temazcal sessions, both observing and engaging with the ritual. By analyzing the commodification of the temazcal, the present thesis highlights the tensions between the spiritual aspirations of the practice and its entanglement with consumerism, market forces, and the commercialization of indigenous traditions. Ultimately, this study contributes to broader discussions on alternative spirituality, the intersection of culture and neoliberalism, and the ways in which practices like the temazcal negotiate authenticity in a globalized world.