Archaeology is a brand!Archaeology is a brand! On the value of archaeology for present-day societyOn the value of archaeology for present-day society

Professor Cornelius HoltorfProfessor Cornelius HoltorfLinnaeus University, Kalmar, SwedenLinnaeus University, Kalmar, Sweden

””Insofar as archaeology enhances people’s Insofar as archaeology enhances people’s lives and society in general, its major lives and society in general, its major impact might be said to lie in impact might be said to lie in popular popular cultureculture rather than any noble vision of rather than any noble vision of improving self-awareness.”improving self-awareness.”

Gavin Lucas 2004Gavin Lucas 2004

Archaeology’s impact in popular culture:

1. meaningful stories about the past… sameness otherness

6. the popular brand of archaeology…

Archaeology as a brand ”archaeology” linked to a fixed

set of associations and qualities very widely recognized positive: archaeologists are

heroes! (archaeo-appeal)

””Already as a boy I was fascina-Already as a boy I was fascina-ted by the ancient world. When ted by the ancient world. When people asked me what I wanted people asked me what I wanted to be, I always said: to be, I always said: an archaeo-an archaeo-logistlogist. All my life I have dreamed . All my life I have dreamed of discovering something.” of discovering something.”

Anthony Bowles in Anthony Bowles in Pascali’s Pascali’s IslandIsland (1988) (1988)

The archaeologist as adventurerThe archaeologist as adventurer

”Aren’t we all (deep down) hoping to find a lost civilization, treasure hoard, gold filled tomb, find of the century? I think there is a little ‘Carter’ or ‘Indy’ in us all.”

””cowboys of sci

ence”

cowboys of sci

ence”

The archaeologist as detectiveThe archaeologist as detective

Agatha Christie Agatha Christie Murder in MesopotamiaMurder in Mesopotamia

(1936):(1936):““You would have made You would have made

a good archaeologist, M. a good archaeologist, M. Poirot. You have Poirot. You have the gift of the gift of re-creating the pastre-creating the past””

Archaeology as revelation

The archaeologist as rescuer (or saviour?)

A larger perspective …

Gerhard Schulze 1992: Die Erlebnisgesellschaft

Rolf Jensen 1999: The Dream Society

Joseph Pine & James Gilmore 1999/2011:

The Experience Economy

The value of archaeology for The value of archaeology for present-day societypresent-day society

l Regional development/ economic growth

The value of archaeology for The value of archaeology for present-day societypresent-day society

1. Quality of Life: entertainment: excitement,

wonder, awe and magic inspiration to become a hero:

overcome adversity! solve mysteries! reveal truths! care!

Some lessons for making Some lessons for making archaeology valuable to societyarchaeology valuable to society

Archaeologists need to ask Archaeologists need to ask their audiences their audiences notnot “How can “How can I best persuade you about I best persuade you about the merits of my project or the merits of my project or discipline?” but “discipline?” but “What does What does what I am doing mean to what I am doing mean to youyou?” ?”

(Neal Ascherson 2004)(Neal Ascherson 2004)

Tell stories about the past Tell stories about the past that are that are meaningful to broad meaningful to broad audiencesaudiences..

Tell stories that Tell stories that build on the build on the brandbrand value of archaeology. value of archaeology.

Provide Provide entertaining and entertaining and inspiring inspiring experiences experiences (remember: archaeology is a (remember: archaeology is a verb!).verb!).

Be Be criticalcritical of society as well! of society as well!

Some lessons for making Some lessons for making archaeology valuable to societyarchaeology valuable to society

Archaeology sounds like fun to me!Archaeology sounds like fun to me!