It has been established that trade and culture interact extensively to impact on each other both positively and negatively. In relation to the interaction of trade and culture in the context of geographical indications, it is evident that the GIs have led to dilution of culture, development of virtual culture and lack of authentic identity of people in accordance to their geographical location (Bernhofen 2010). It has been found that the use of GI statuses has led to the creation of a situation in which people emphasize more on the economically viable aspects of culture while the other social aspects are abandoned.
This has presented profound challenges to the development of culture in accordance to the peopleâ€™s aspirations and authentic ideologies. While focusing on the effect of culture on trade, it has been established that upholding culture might become excessive such that it ends up being discriminatory of some culture while supporting other. In this regard, the WTO must ensure that the implementation of laws should be based on equal treatment of each parties involved. Conservative cultures also help to create condition in which people do not accommodate other peopleâ€™s cultures so that trade is affected since it is built on diversity.
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