Selos de certificação e signos distintivos associados a produção artística e a agricultura indígena: ferramentas de apoio à sustentabilidade do povo guarani Mbyá

Abstract

Indigenous art is understood as a valuable border object that can connect the various existing worldviews, as it contains the expression of the life of that society and its knowledge and can assist in changing the relationship between the human being and the environment in which he/she lives. This is qualitative, bibliographical research, with secondary data obtained through literature review, and is exploratory, deductive, and descriptive. The present study aims to analyze the possibilities and challenges in using certification and distinctive signs to value the artistic production developed by the Guarani Mbyá people living on the coast of Paraná, Brazil. It is necessary to recognize and value these cultural systems beyond art since the commerce of art pieces is an essential source of income for the Guarani Mbyá people. The agricultural, handicraft, and extractive production developed on indigenous lands also brings the culture and the traditional knowledge developed and applied by that people. Adding value to the production through its certification and distinctive signs is valuing tradition and encouraging younger people to continue their traditions. It is believed that these economic segments can be supported by legal tools, certification seals, geographical indication, and collective brands. The results suggest that implementing government policies aimed at the sector and improving legal devices will strengthen these indigenous business models, which are crucial for the survival of their culture. Furthermore, the results show that collective brands are more suitable for this type of economic segment developed by the indigenous population of the coast of Paraná.