The Craft of Amazonian Lettering Artists:

Preservation and Cultural Exploitation

Abstract

This study explores the relationship between cultural heritage preservation and tourism, focusing on the impact of cultural appropriation on Amazonian typographic traditions, specifically the ornamental letters used on boats in the region, known as "floating letters." These letters symbolize Amazonian cultural identity and reflect the visual universe of riverside communities. The research highlights the challenges of balancing cultural appreciation and exploitation, considering the risk of commercialization when these elements are decontextualized and transformed into commercial products. Using an exploratory methodology based on literature review and audiovisual content analysis, the study examines the role of cultural tourism in promoting and preserving these elements. The findings indicate an ambiguity: while the popularization of Amazonian letters emphasizes their cultural value, it may also lead to a loss of meaning for the originating communities. The research suggests the need for public policies that protect local traditions and engage communities in cultural appreciation, ensuring the recognition and sustainability of the "letter makers" practice.