A1 Journal article (refereed)
Politics of affect in the EU heritage policy discourse : an analysis of promotional videos of sites awarded with the European Heritage Label (2017)

Lähdesmäki, T. (2017). Politics of affect in the EU heritage policy discourse : an analysis of promotional videos of sites awarded with the European Heritage Label. International Journal of Heritage Studies, 23(8), 709-722. https://doi.org/10.1080/13527258.2017.1317649

JYU authors or editors

Lähdesmäki, Tuuli

Publication details

All authors or editors: Lähdesmäki, Tuuli

Journal or series: International Journal of Heritage Studies

ISSN: 1352-7258

eISSN: 1470-3610

Publication year: 2017

Volume: 23

Issue number: 8

Pages range: 709-722

Publisher: Routledge

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1080/13527258.2017.1317649

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/54806

Abstract

European cultural heritage is discussed with affective rhetoric in current European Union (EU) policy discourse. How does affect contribute to the meaning-making of a European cultural heritage and how are the workings of affect used by the EU to promote certain meanings of heritage and effect thereupon? The analysis focuses on recent promotional videos of sites awarded with the European Heritage Label by the EU. In the videos, affective textual, visual, audible, and narrative tropes intertwine with the tropes of EU policy rhetoric, increasing its capacity to impact and ‘move’ the receivers. The ethos of a European cultural heritage in the videos is based on a paradox: the history of the several sites is in various ways intertwined with extreme agony, violence, hatred, oppression, and injustice. However, the stories of the sites in the videos turn their legacy into a positive ethos of conquering these negative extremes and cherishing their positive opposites: freedom, justice, solidarity, and peace. The affectivity of the videos prepares the receivers to adopt their political aim: support for the EU and European integration. The analysis indicates how affect has a key role in producing an impression of the irrefutability and choicelessness of EU politics.

Keywords: cultural heritage; politics; culture

Free keywords: affect; European Heritage Label; European Union

Fields of science: