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This course introduces the concept of heritage and examines its various uses in

contemporary society. It then provides a background to the development of critical


heritage studies as an area of academic interest, and in particular the way in which
heritage studies has developed in response to various critiques of contemporary
politics and culture in the context of deindustrialisation, globalisation and
transnationalism. Drawing on a case study in the official documentation
surrounding the Harry S. Truman Historic Site in Missouri, USA, it describes the
concept of authorised heritage discourses (AHD) in so far as they are seen to
operate in official, state-sanctioned heritage initiatives. Where the other chapters in
the book contain substantial case studies as part of the discussion of the different
aspects of the politics of heritage, this course focuses instead on key concepts,
definitions and ideas central to understanding what heritage is, and on heritage
studies as a field of inquiry. The chapter suggests that critical heritage studies
should be concerned with these officially sanctioned heritage discourses and the
relationships of power they facilitate on the one hand, and the ways in which
heritage operates at the local level in community and identity building on the other.

We will be introducing you to the meaning of ‘heritage’ in global societies. But


first, I would like you to think about what the word heritage means to you.
Advantages And Disadvantages :-

It appears that we are living in a world where heritage that once took a century to earn now
takes significantly less time to achieve. I love the energy with which the likes of PayPal,
Amazon and Google have attained what might be described as “contemporary heritage” but
I wonder whether this takes away the true value of genuine heritage?
It seems that revisiting a company’s origins is still a popular way of re-establishing brand
authenticity. Not everyone, however, is successfully plundering their heritage. Those looking
to their past for their future communications have to negotiate a few hurdles in the process.
I don’t believe re-kindling an old logo or ad campaign is always going to translate into a
resounding success.
On the one hand, we have contemporary brands that are bright, reliable, desirable and
have a sense of heritage hewn from rapid and consistent growth. Then we have those
brands that have been attempting to look contemporary and keep up with the changing
times to the point that they have started looking generic and almost disappear within a
brand category. And, finally, we have those brands that successfully focus on making their
heritage count for today's new consumers.