Heirloom Cultures and Heritage Branding

Dekorationsartikel gehören nicht zum Leistungsumfang.

Sprache: Englisch

28,30 €

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 1-2 Wochen

Kategorien:

Beschreibung

Heritage branding and heirloom cultures are twin strategies for building brands in global markets. In this Element, the authors analyze these strategies through skyr; a traditional, sour dairy from Iceland. They explore how live microbial cultures in skyr have been 'heritagized' as heirloom cultures to build a brand advantage. Live skyr cultures, they show, illustrate symbiotic relations over millennia between microbial cultures and human cultures. The industrialization of this species interaction in the twentieth and twenty-first centuries, they argue, ultimately converted a mutualistic relation into a parasitic one. Moreover, they demonstrate a parallel inversion of gender relations in the production and consumption of skyr as part of its industrialization and export. Ironically, these transformations undermine the industry's promotion of the cultures and heritage to which it has effectively put an end. They ask whether there is a more general lesson in this about the relationship between industrialization, capitalism, and heritage.

Inhaltsverzeichnis

1. Microbial Heritage and Cultural Contexts: Introduction; 2. Heirloom Cultures; 3. Heritage Branding; 4. The Problematics of Cultural Heritage: Conclusions.

Details

Erscheinungsjahr:	2026
Fachbereich:	Allgemeines
Genre:	Importe
Rubrik:	Sozialwissenschaften
Medium:	Taschenbuch
ISBN-13:	9781009530293
ISBN-10:	1009530291
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Hafstein, Valdimar Tr. Petursson, Jon por
Hersteller:	Cambridge University Press
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	229 x 152 x 6 mm
Von/Mit:	Valdimar Tr. Hafstein (u. a.)
Erscheinungsdatum:	03.03.2026
Gewicht:	0,159 kg