“The Marketing of Heritage” Article by Cameron

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Table of Contents

Introduction
Main body
Conclusion
Works Cited

Introduction

The article The Marketing of Heritage largely compares the approach of different parts of the world, including the West and North, to each other in the use of historical heritage and the creation of traditions. Various countries have different approaches to the preservation of cultural heritage; for example, for Europeans, regarding the analysis in the article, the past and the present are not so significantly different (Cameron 163). Some countries, including Western ones, invest in historical sites and museums for the most part to create traditional values and preserve heritage (Cameron 164). In many countries, for these purposes, national music festivals and entertainment are created, which also remind us of past events, traditions, or valuable places.

Main body

At the same time, in various parts of the article, the author criticizes some nationalities. For example, pointing out that not so long ago, many Western countries came to derive commercial benefits from the historical heritage (Cameron 164). The author also uses the approach of trying to influence the reader of the text. Cameron clearly expresses his point of view; for example, he explains that traditions have not only a strong political function but are also important for history in economic terms (Cameron 167). Thus, Catherine Cameron does not perform a neutral point of view in the article.

In the second article, The Marketing of Tradition, Cameron discusses traditions more and has a descriptive approach. In some parts, such as the analysis of American culture, the author uses large paragraphs of statements without reference. It is not entirely clear where they come from, on the basis of what analysis the facts about the awards and the film industry are presented. Therefore, Catherine Cameron contributes to the development of literature on the subject of culture, traditions, and heritage.

The festival called MusikFest is mentioned in the article, which is a festival that has its roots in the eighties of the last century. The MusikFest is a combination of food, drink, performances, and venues that have held historical significance for over 30 years (Musikfest). The meaning of this festival correlates with the articles, as traditions can be passed on not only through physical monuments, places, or retellings. However, as stated in the article and seen on the website the festival, the MusikFest, adapts to new trends such as Interactive Displays without preserving full cultural value and not being authentic (Musikfest). Festivals create an influx of tourists to the country, and people of other nationalities and cultures begin to get acquainted with the cultural heritage of the state where the festival is held or with the culture that it carries. It is important to note that not all festivals can convey cultural values, as some are focused exclusively on contemporary music, food, styles, communication, etc. However, everything that is modern will at some point become the past, so if the festival retains its own individual style or the style of a certain culture, nation, or country, it will once become historically valuable.

Conclusion

In conclusion, cultural heritage and traditions can be passed on in different ways. Such paths may include visits to historic sites, transmission through literary or musical works, and entertainment. Various nationalities have different attitudes towards culture and transmit it in their own way. At the same time, new trends are often adapted into early traditional works or festivals, which affects their content and changes their essence.

Works Cited

Cameron, Catherine M. “The Marketing of Tradition: The Value of Culture in American Life” in City and Society, vol. 1, no. 2, 1987, pp. 162-174.

Cameron, Catherine M. “The Marketing of Heritage: From the Western World to the Global Stage” in City and Society, vol. 20, no. 2, 2008, pp. 160-168.

Musikfest. ArtsQuest.

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“The Marketing of Heritage” Article by Cameron

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