The Role of Cultural Heritage, Identity, Awareness and Advocated Policies: the Case of Heidelberg (Germany) and Coimbra (Portugal)
Abstract
Cultural Heritage has different representations as we speak to different audiences, from identity values to authenticity, through rarity, but also its economic potential. The way we see the concept differs. All this is because the notion of Cultural Heritage has undergone a steady evolution in recent decades, giving it a new centrality on social sciences. Being at a stage where we do no longer simply preserve and promote cultural heritage assets, and that it is necessary to create an identity, a brand, through marketing, massive advertising investment, territorial competition and sometimes a hypertrophy communication strategy, we indented to analyze with this paper, through semi-structured interviews, what the policymakers of the cities of Heidelberg and Coimbra think about their rich heritage environment and the different identities in the territorial contexts. In addition to this, surveys among the different populations groups (Inhabitants/Workers, Students and Tourists/Visitants) will allow further comparative conclusions about the placement of the different stakeholders, and the role played by Identity, in both contexts, in relation to the political intentions, or how cultural heritage helps to shape theirs beliefs and behaviors. A Cultural Heritage policy should be one that will be equally capable of attracting visitors, respect the customs related to heritage and that doesn't constitutes itself as deterritorialization factor, alienation of community (ies) or destruction of their identity(ies). As a preliminary result, we concluded that there is a contradiction on the way the different stakeholders and policymakers see the Cultural Heritage assets, the different identities in place and the policies’ definition
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