Cultural Heritage as a Commodity? An Example of City Festivities and Festivals

The treatise deals with the commodification of culture heritage (on the example of city festivities and festivals). Based on numerous, mostly foreign, publications it submits an overview of research approaches to the research on eventization − especially the growing number of city festivities and festivals, which turn into events attracting large numbers of visitors and supporting the commercial character of the events. The treatise points out the tendencies of municipalities and other co-organizers that, wittingly or unwittingly, transform cultural heritage into an economic commodity − a product, which can have an impact on the transformation of values and the forms of different expressions of cultural heritage. The treatise also reflects on the academic debate about the relationships between authenticity and commodification of cultural heritage, which has long been a challenge for (not only) ethnology and social anthropology. The conclusion includes a case study about the Radvaň Fair in Banská Bystrica, held since 1655 and inscribed on the Representative List of the Intangible Cultural Heritage of Slovakia in 2011. The fair has experienced several changes − from a marketplace with a predominantly economic function to a city festival that pays tribute to traditional handicrafts and folklore. In the context of the theme of this cultural heritage commodification, the research intends to observe the strategies and goals of the municipality – the leading organizer of the fair – in organizing the event.