01781nas a2200277   4500000000100000000000100001000000100002008004100003653002200044653002000066653002000086653002400106653002500130653002600155653001200181653001200193653001100205100002400216700002300240245009700263856016000360300003000520490000700550520092600557022002001483       2022                            d10aComercialización10aCommodification10aheritage brands10aintangible heritage10aMarcas patrimoniales10apatrimonio inmaterial10aTourism10aTurismo10aUNESCO1 aBeatriz Santamarina1 aCamila del Mármol00a\#SomosPatrimonio. Las transformaciones del patrimonio mundial: del tener al ser patrimonial  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85126296273&doi=10.1590%2f2178-2547-BGOELDI-2021-0030&partnerID=40&md5=6d57558f6040c454d36356b754ca8763  ae20210030—e202100300 v173 aIn this article, we propose a theoretical reflection on the changes in UNESCO s heritage policies and their impact on the heritage imaginary and construct. The slogan \#WeareHeritage emerges within a context of new aspirations. The change is considerable: not only you have heritage, but you can become heritage as a metonymic whole. Heritage can be (in its authorized version) or become (in its democratic version). In this game of fictions, the asymmetries and dysfunctions of capitals set in motion are revealed and hidden, silenced, or proclaimed. This game has gone from  having  heritage as a container for an illustrated treasure to  being  heritage as a fetish of an emerging market. Here we will analyze \#WeareHeritage as an expression that encapsulates the new patrimonial times, observing the contexts in which it is used as a new identifying mark at the service of the market or as a strategy of vindication.  a19818122 (ISSN)