A1 Journal article (refereed)
Identity politics of the promotional videos of the European Heritage Label (2020)

Kaasik-Krogerus, S. (2020). Identity politics of the promotional videos of the European Heritage Label. Contemporary Politics, 26(1), 1-16. https://doi.org/10.1080/13569775.2019.1611207

JYU authors or editors

Publication details

All authors or editors: Kaasik-Krogerus, Sigrid

Journal or series: Contemporary Politics

ISSN: 1356-9775

eISSN: 1469-3631

Publication year: 2020

Volume: 26

Issue number: 1

Pages range: 1-16

Publisher: Routledge

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1080/13569775.2019.1611207

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/68626


During past decades, the EU has responded to a variety of ‘crises’ by promoting a common cultural heritage to advance European identity and belonging. This article analyses identity politics conducted in the framework of the EU’s flagship heritage action, the European Heritage Label. I borrow from ‘banal nationalism’ to scrutinise the usage of ‘we’ and ‘us’ in the promotional videos of the European Heritage Label sites as subject positions offered for identification in this heritage discourse. Analysis shows that the subject positions are constituted by an emphasis on the national level, preservation of the past for future generations and the key role of experts in the process of heritage. Although the heritage agents talk about Europe (representation) they do not identify with that as ‘us’. By making the lack of ‘banal Europeanness’ in the videos visible the article shows the ambiguities of European identity politics.

Keywords: identity politics; identification (cognition ); discourse; European identity; cultural heritage

Free keywords: heritage; European Heritage Label; European Union; identification

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Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 1

Last updated on 2022-17-06 at 10:22