CULTURAL HERITAGE-BASED URBAN FESTIVAL AS A TOOL TO PROMOTE LOCAL IDENTITY AND CITY MARKETING: THE CASE OF THE RADVAŇ FAIR IN BANSKÁ BYSTRICA, SLOVAKIA
CULTURAL HERITAGE-BASED URBAN FESTIVAL AS A TOOL TO PROMOTE LOCAL IDENTITY AND CITY MARKETING: THE CASE OF THE RADVAŇ FAIR IN BANSKÁ BYSTRICA, SLOVAKIA
Author(s): Alexandra BitušíkováSubject(s): Cultural history, Customs / Folklore, Local History / Microhistory, Modern Age, Recent History (1900 till today), Rural and urban sociology, Sociology of Culture, Marketing / Advertising, Politics and Identity
Published by: Institut za etnologiju i folkloristiku
Keywords: urban festival; cultural heritage; Banská Bystrica; Slovakia;
Summary/Abstract: This paper deals with the processes of transformation of an urban festival – the Radvaň Fair in the city of Banská Bystrica, Slovakia – in a comprehensive way and from a chronological point of view. The main focus is on the development of the festival in the post-1989 (post-communist) period. The fair has been organised continuously since 1655 and went through a number of transformations. Its function has changed from a primarily commercial event of three centuries to a significant cultural and social hallmark festival in the 21st century. The key research questions concern the role of cultural heritage-based festival in identity building and city marketing, and the relationship between the festival and place (location). The paper also addresses the question of potential use/misuse of cultural heritage in current political discourse and practice.
Journal: Narodna umjetnost - Hrvatski časopis za etnologiju i folkloristiku
- Issue Year: 57/2020
- Issue No: 2
- Page Range: 131-146
- Page Count: 16
- Language: English