Archaeology is a Brand! The meaning of archaeology in contemporary popular
culture
by Cornelius Holtorf, Illustrated by Quentin Drew.
2007. Oxford: Archaeopress
£14.99.
196 pages, illustrated throughout and including flip cartoons.
The rise of public archaeology, the popularity of TV archaeology, and
widespread stereotypes about the profession of archaeology have changed
the way archaeologists relate to the public. A socially meaningful
archaeology needs to take seriously where the popular demand and the
appeal of archaeology actually lie. Arguably non-archaeologists know
better what the subject is all about than most of its professionals do.
This is the first full-length study of the meaning of archaeology in
contemporary popular culture. It is fully illustrated with cartoons by
Quentin Drew. In popular culture archaeology is associated with
adventurous fieldwork, criminological clue-hunting, great revelations, and
responsible care for threatened resources. The emphasis is on “doing”
archaeology rather than on its actual results.
Cornelius Holtorf argues in this provocative account of more than two
years of research that archaeological companies and institutions are not
in the business of understanding the past but of enhancing people’s lives
through adventures, mysteries, and revelations and by offering a chance to
care. Archaeology may be an academic discipline but even more so it is a
widely recognized, positively valued and well underpinned brand. As we can
expect from Cornelius Holtorf, the book contains not only its share of
facts and analysis but also more than a few controversial arguments about
the present and future roles of archaeology in society.
It is unmissable for professional archaeologists working in the heritage
sector as well as for students of archaeology, anthropology, heritage and
museum studies, cultural studies, science studies, and related disciplines.
Dr Cornelius Holtorf is Assistant Professor in Archaeology at the
University of Lund in Sweden.
Quentin Drew is a cartoonist as well as Lecturer in Archaeology and
Director of Foundation Studies at the University of Wales, Lampeter.
Further details: http://www.archaeopress.com/defaultOther.asp
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