Marketing Heritage: Archaeology and the Consumption of the Past

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Yorke M. Rowan, Uzi Baram
Rowman Altamira, 2004 - Business & Economics - 315 pages
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What are the implications of mass tourism and globalization for the field of archaeology? How does this change popular understandings of the past? Increasingly archaeological sites worldwide are being commodified for a growing tourist trade. At best, expansion of programs can aid in the protection and historic preservation of sites and strenghten community identities. However, unchecked commercial development may undermine the integrity of these same sites, replacing local interests with corporate ones, economically and culturally. Within this volume, original case studies from well-known sites in Cambodia, Israel, England, Mexico, and North America are presented to address the complex interaction between archaeology and nationalist, political, and commercial policies. This book should appeal to archaeologists, applied anthropologists, tourism and economic development specialists, and historic preservationists alike, as well others with an interest in the preservation of archaeological sites as historic locales.
 

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Contents

Archaeology after Nationalism Globalization JL and the Consumption of the Past
3
THE LEGAL AND HISTORICAL CONTEXT FOR MARKETING HERITAGE
25
International Conventions and Cultural Heritage Protection
27
The Politics of Playing Fair or Whos Losing Their Marbles?
41
From Lord Elgin to James Henry Breasted The Politics of the Past in the First Era of Globalization
57
THE PAST AS COMMODITY
67
Conflating Past and Present Marketing Archaeological Heritage Sites in Ireland
69
Mementos of the Past Material Culture of Tourism at Stonehenge and Avebury
93
Targeting Heritage The Abuse of Symbolic Sites in Modern Conflicts
183
REPRESENTING THE PAST
203
Tourism the Ideology of Design and the Nationalized Past in ZipporiSepphoris an Israeli National Park
205
The Roads to Ruins Accessing Islamic Heritage in Jordan
229
Repackaging the Pilgrimage Visiting the Holy Land in Orlando
249
ARCHAEOLOGISTS AND THE MARKETING OF HERITAGE
267
Is the Medium the Message? The Art of Interpreting Archaeology in US National Parks
269
Engaging with Heritage Issues The Role of the World Archaeological Congress
287

Where Are the Maya in Ancient Maya Archaeological Tourism? Advertising and the Appropriation of Culture
103
ARCHAEOLOGY IN THE GLOBAL AGE
115
Archaeological Research and Cultural Heritage Management in Cambodias Mekong Delta The Search for the Cradle of Khmer Civilization
117
Recovering the German Nation Heritage Restoration and the Search for Unity
143
Deep Dirt Messing Up the Past at Colonial Williamsburg
167
Making the Past Profitable in an Age of Globalization and National Ownership Contradictions and Considerations
295
Index
303
About the Contributors
311
Copyright

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About the author (2004)

Yorke M. Rowan is Visiting Professor at the University of Notre Dame and Research Associate with the Department of Anthropology, National Museum of Natural History, Smithsonian Institute. Uzi Baram is Associate Professor of Anthropology at the New College of Florida.

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