Archaeology Is a Brand!: The Meaning of Archaeology in by Cornelius Holtorf

By Cornelius Holtorf

What effect is there at the box to acknowledge that archaeology is a customary characteristic in everyday life and pop culture? established upon the learn of britain, Germany, Sweden and the us, Cornelius Holtorf examines the commonalities and peculiarities of media portrayal of archaeology in those international locations, and the variations among media displays and viewers wisdom and charm to the topic, In his general enticing, populist variety, Holtorf discusses the most suggestions to be had to archaeologists in enticing with their renowned representations. Possessors of a well known, certainly valued and good underpinned model, archaeologists have to take extra heavily the allure in their paintings.

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Extra info for Archaeology Is a Brand!: The Meaning of Archaeology in Contemporary Popular Culture

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Most popular, [archaeological] programme would be the discovery of an Egyptian mummy with gold teeth on a submerged wreck off an island in the 32 Archaeology is a brand! ” Although this description of stereotypical archaeo-appeal may have been overstated to the extent that it was wrong even then (cf. Kulik 2003b), still today we can recognise certain popular clichés that reoccur in many archaeological documentaries. They are to do with exotic locations, adventurous fieldwork and spectacular discoveries.

The entire town centre has a distinctly historical feel to it. One shop is called ‘Past Images’ and it offers to take your family picture, with everybody wearing Viking clothes and a stereotypical long boat in the background. 10 The are CBA promotes archaeology in the UK, involving consultancy work for the media and the production of a popular magazine ‘British Archaeology’. The current issue has an ad on the back inviting students to ”Explore the past… by distance learning” at the University of Leicester.

Possibly as a side-effect of the cooperation with official bodies, which is typical for the work of Graichen, the TV series was awarded the German Prize for Heritage Preservation (Deutscher Preis für Denkmalschutz). The C 14 series effectively married ordinary state archaeology and its high-tech methodologies with existing popular stereotypes of archaeology emphasising exciting quests for historical treasures and revelations by scientists about secrets of the past. Up to 1,7 million viewers turned on their television sets for each episode, corresponding to around 10% of the vital adult market (14-49 years old).

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