[et_pb_section fb_built=”1″ _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.10.5″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.14.2″ _module_preset=”default” text_font=”Roboto|700|||||||” text_font_size=”4em” text_orientation=”right” global_colors_info=”{}”]<\/p>\n
Conferences<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.14.5″ _module_preset=”default” column_structure=”1_3,1_3,1_3″][et_pb_column _builder_version=”4.14.5″ _module_preset=”default” type=”1_3″][et_pb_image _builder_version=”4.14.5″ _module_preset=”default” title_text=”Valdimar Tryggvi Hafstein – F\u00e9lagsv\u00edsindasvi\u00f0” src=”https:\/\/www.ub.edu\/congrespci\/wp-content\/uploads\/2022\/04\/KRI_valdimar_hafstein.jpeg” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.14.5″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
\u201cFrom Live Cultures to Cultural Heritage:\u00a0The Heritage Branding of Skyr\u201d<\/strong><\/p>\n Skyr, a\u00a0sour\u00a0dairy product from Iceland\u00a0and an everyday staple of the Icelandic diet,\u00a0has recently\u00a0attained\u00a0heritage\u00a0status. Its domestic and international marketing glides effortlessly from medieval literature to modern healthy living, promoting skyr as a unique, authentic, and wholesome product:\u00a0heritage food and Iceland’s \u201csecret to healthy living.\u201d\u00a0In this presentation, the\u00a0focus\u00a0is\u00a0on how \u201cheritage\u201d,\u00a0\u201ctradition\u201d\u00a0and\u00a0\u201cheirloom cultures\u201d are deployed as contemporary branding tools and how selective storytelling helps to move commodities.<\/p>\n Following the the dairy product from udder to cup,\u00a0the lecture\u00a0analyses\u00a0“heritage\u00a0branding\u201c\u00a0efforts and\u00a0advertising\u00a0campaigns produced in the last two decades for various types of skyr from a number of different producers in Iceland, Europe, and the United States, and the ways in which they deploy the long history of skyr in Iceland. The messy relationships between the local and the global in such heritage efforts\u00a0are fascinating for what they reveal about how\u00a0global trends and markets influence people at local levels, impacting the way they think about and act on their own cultural forms, and how the local level, in turn, impacts global flows under the sign of heritage.\u00a0<\/p>\n The conference will be held in English with simultaneous translation<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=”4.14.5″ _module_preset=”default” type=”1_3″][et_pb_image _builder_version=”4.14.5″ _module_preset=”default” title_text=”Amescua” src=”https:\/\/www.ub.edu\/congrespci\/wp-content\/uploads\/2022\/04\/Amescua.jpeg” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.14.5″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n “The role of intangible heritage in building sustainable futures”<\/strong><\/p>\n This presentation will show an overview of the complex assemblies between intangible cultural heritage (ICH) and development, critically analyzing the possibilities they offer for the construction of sustainable futures. The interactions between the ICH and the social and natural worlds will be reviewed, their role in generating income, and in the construction of conviviality at different scales.<\/p>\n The conference will be held in Spanish<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=”4.14.5″ _module_preset=”default” type=”1_3″][et_pb_image _builder_version=”4.14.5″ _module_preset=”default” title_text=”Lenia_Marques” src=”https:\/\/www.ub.edu\/congrespci\/wp-content\/uploads\/2022\/04\/Lenia_Marques.jpg” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.14.5″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n Cultural Sensitivity in Tourism: Implications for\u00a0Intangible Heritage<\/strong><\/p>\n Cultural sensitivity is an important topic to address in the context of tourism, with particularities for Intangible Heritage. With the example of the work of the CultSense project (www.cultsense) we will reflect on the\u00a0host-guest interaction, tourism education, and\u00a0creative tourism as a sustainable way to foster the understanding of local cultures.<\/p>\n The conference will be held in English with simultaneous translation<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" ConferencesMay 11thValdimar HafsteinUniversity of Island \u201cFrom Live Cultures to Cultural Heritage:\u00a0The Heritage Branding of Skyr\u201d Skyr, a\u00a0sour\u00a0dairy product from Iceland\u00a0and an everyday staple of the Icelandic diet,\u00a0has recently\u00a0attained\u00a0heritage\u00a0status. Its domestic and international marketing glides effortlessly from medieval literature to modern healthy living, promoting skyr as a unique, authentic, and wholesome product:\u00a0heritage food and Iceland’s \u201csecret […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":15,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-732","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/pages\/732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/comments?post=732"}],"version-history":[{"count":0,"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/pages\/732\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ub.edu\/congrespci\/en\/wp-json\/wp\/v2\/media?parent=732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}May 12th<\/strong>
Cristina Amescua<\/strong>
Regional Center of multidisciplinary research – Universidad Nacional Aut\u00f3noma de M\u00e9xico<\/h3>\nMay 13th<\/strong>
L\u00e9nia Marques<\/strong>
Assistant Professor of Cultural Organizations and Management
Erasmus University Rotterdam<\/h3>\n