TY - JOUR
KW - Comercialización
KW - Commodification
KW - heritage brands
KW - intangible heritage
KW - Marcas patrimoniales
KW - patrimonio inmaterial
KW - Tourism
KW - Turismo
KW - UNESCO
AU - Beatriz Santamarina
AU - Camila del Mármol
AB - In 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.
BT - Boletim do Museu Paraense Emílio Goeldi. Ciências Humanas
DO - 10.1590/2178-2547-bgoeldi-2021-0030
LA - Spanish
M1 - 1
N1 - Publisher: Museu Paraense Emilio Goeldi
N2 - In 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.
PY - 2022
EP - e20210030—e20210030
T2 - Boletim do Museu Paraense Emílio Goeldi. Ciências Humanas
TI - \#SomosPatrimonio. Las transformaciones del patrimonio mundial: del tener al ser patrimonial
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85126296273&doi=10.1590%2f2178-2547-BGOELDI-2021-0030&partnerID=40&md5=6d57558f6040c454d36356b754ca8763
VL - 17
SN - 19818122 (ISSN)
ER -