Identity politics of the promotional videos of the European Heritage Label
Kaasik-Krogerus, S. (2020). Identity politics of the promotional videos of the European Heritage Label. Contemporary Politics, 26(1), 1-16. https://doi.org/10.1080/13569775.2019.1611207
Published inContemporary Politics
DisciplineNykykulttuurin tutkimusHyvinvoinnin tutkimuksen yhteisöContemporary CultureSchool of Wellbeing
© 2019 Informa UK Limited, trading as Taylor & Francis Group
During past decades, the EU has responded to a variety of ‘crises’ by promoting a common cultural heritage to advance European identity and belonging. This article analyses identity politics conducted in the framework of the EU’s flagship heritage action, the European Heritage Label. I borrow from ‘banal nationalism’ to scrutinise the usage of ‘we’ and ‘us’ in the promotional videos of the European Heritage Label sites as subject positions offered for identification in this heritage discourse. Analysis shows that the subject positions are constituted by an emphasis on the national level, preservation of the past for future generations and the key role of experts in the process of heritage. Although the heritage agents talk about Europe (representation) they do not identify with that as ‘us’. By making the lack of ‘banal Europeanness’ in the videos visible the article shows the ambiguities of European identity politics.
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Related funder(s)European Commission
The content of the publication reflects only the author’s view. The funder is not responsible for any use that may be made of the information it contains.
Additional information about fundingThis work was supported by the H2020 European Research Council and innovation programme [grant number 636177] (EUROHERIT).
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