{"id":285,"date":"2021-02-05T12:40:47","date_gmt":"2021-02-05T12:40:47","guid":{"rendered":"https:\/\/www.ub.edu\/gapp\/?page_id=285"},"modified":"2026-05-19T10:35:49","modified_gmt":"2026-05-19T10:35:49","slug":"converses","status":"publish","type":"page","link":"https:\/\/www.ub.edu\/gapp\/activitats\/converses\/","title":{"rendered":"Converses 2024-2025"},"content":{"rendered":"

[et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_image=\u00bbhttps:\/\/www.ub.edu\/gapp\/wp-content\/uploads\/2021\/01\/cabcera-imagen-milans.jpg\u00bb background_position=\u00bbbottom_left\u00bb collapsed=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row column_structure=\u00bb1_2,1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb custom_margin=\u00bb||||false|false\u00bb custom_css_main_element=\u00bbdisplay: flex;||align-items:center;\u00bb global_colors_info=\u00bb{}\u00bb custom_css_main_element_last_edited=\u00bbon|desktop\u00bb custom_css_main_element_tablet=\u00bb \u00bb custom_css_main_element_phone=\u00bb \u00ab][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb transform_scale_linked=\u00bboff\u00bb transform_translate_tablet=\u00bb0px|0%\u00bb transform_translate_phone=\u00bb0px|0%\u00bb transform_translate_last_edited=\u00bbon|tablet\u00bb transform_translate_linked=\u00bboff\u00bb custom_margin=\u00bb||||false|false\u00bb custom_margin_tablet=\u00bb||||false|false\u00bb custom_margin_phone=\u00bb\u00bb custom_margin_last_edited=\u00bbon|tablet\u00bb custom_css_main_element=\u00bb||\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

CONVERSES 2025-2026<\/h1>\n

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CAT<\/p>\n

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Les converses son un espai obert de di\u00e0leg on una o v\u00e0ries persones comparteixen els seus coneixements amb un p\u00fablic divers.<\/p>\n

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ES<\/p>\n

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Las converses son un espacio abierto de di\u00e1logo donde una o varias personas comparten su conocimiento con un p\u00fablico diverso.<\/p>\n

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EN<\/p>\n

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Converses are an open space for dialogue where one or several people share their knowledge with a diverse audience.<\/p>\n

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Behind Selection<\/strong>: The commercial use of the Chinese Neolithic Yangshao Culture in contemporary liquor branding<\/h3>\n

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Convidada\/Invitada: Dra. Shiting Lin<\/p>\n

Department of Archaeology, University of Cambridge<\/p>\n

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5 de Maig 2026 \/5 de Mayo de 2026, 12:00 h (CEST)<\/p>\n

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CAT<\/p>\n

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Tot i que la prehist\u00f2ria i l\u2019arqueologia poden semblar allunyades de la vida p\u00fablica contempor\u00e0nia, cada vegada es fan m\u00e9s visibles a trav\u00e9s de logotips de marques, anuncis i productes de consum, on el patrimoni interactua amb les pr\u00e0ctiques de branding. Mitjan\u00e7ant aquest proc\u00e9s, el patrimoni \u00e9s narrat, materialitzat, recontextualitzat i dif\u00f3s en la vida quotidiana, fet que pot modelar la comprensi\u00f3 p\u00fablica del passat. Aix\u00f2 planteja preguntes sobre com es seleccionen determinats elements patrimonials i quins efectes poden tenir aquestes pr\u00e0ctiques de marca. Aquesta pon\u00e8ncia examina el cas de Yangshao Liquor, una marca xinesa que recorre a la Cultura Yangshao del Neol\u00edtic (ca. 5.000\u20137.000 BP) en les seves estrat\u00e8gies de branding. Mitjan\u00e7ant l\u2019an\u00e0lisi de les connexions entre la marca i aquest patrimoni arqueol\u00f2gic, aquest treball estudia les formes estrat\u00e8giques en qu\u00e8 el patrimoni es transforma en representacions comercialitzables, aix\u00ed com la manera en qu\u00e8 aquests esfor\u00e7os de branding comuniquen informaci\u00f3 patrimonial al p\u00fablic i influeixen en la construcci\u00f3 dels valors patrimonials.<\/strong><\/span><\/o:p><\/span><\/p>\n

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ES<\/p>\n

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Aunque la prehistoria y la arqueolog\u00eda puedan parecer alejadas de la vida p\u00fablica contempor\u00e1nea, cada vez son m\u00e1s visibles a trav\u00e9s de logotipos de marcas, anuncios y productos de consumo, donde el patrimonio interact\u00faa con las pr\u00e1cticas de branding. Mediante este proceso, el patrimonio es narrado, materializado, recontextualizado y difundido en la vida cotidiana, moldeando potencialmente la comprensi\u00f3n p\u00fablica del pasado. Esto plantea preguntas sobre c\u00f3mo se seleccionan determinados elementos patrimoniales y qu\u00e9 efectos pueden tener estas pr\u00e1cticas de marca. Esta ponencia examina el caso de Yangshao Liquor, una marca china que recurre a la Cultura Yangshao del Neol\u00edtico (ca. 5.000\u20137.000 BP) en sus estrategias de branding. A trav\u00e9s del an\u00e1lisis de las conexiones entre la marca y este patrimonio arqueol\u00f3gico, el trabajo estudia las formas estrat\u00e9gicas en que el patrimonio se transforma en representaciones comercializables, as\u00ed como la manera en que estos esfuerzos de branding comunican informaci\u00f3n patrimonial al p\u00fablico e influyen en la construcci\u00f3n de valores patrimoniales.<\/p>\n

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EN<\/p>\n

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\n

While prehistory and archaeology may appear distant from contemporary public life, they are increasing made visible through brands logos, advertisements, and consumer products, where heritage interacts with branding practices. Through this process, heritage is narrated, materialised, recontextualised, and circulated into everyday life, potentially shaping public understandings of the past. This raises questions about how particular elements of heritage are selected and what effects such branding practices may have. This talk examines the case of Yangshao Liquor, a Chinese brand that draws on the Neolithic Yangshao Culture (c. 5,000-7,000 BP) in its branding strategies. By tracing the connections between the brand and this archaeological heritage, this paper analyses the strategic ways in which heritage is transformed into marketable representations, and how such branding efforts communicate heritage information to the public and influence the construction of heritage values.<\/p>\n<\/div>\n

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El tratamiento del patrimonio mundial desde una aproximaci\u00f3n basada en personas<\/b><\/h3>\n

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Convidada\/Invitada: Dra. Alicia Castillo Mena<\/p>\n

Catedr\u00e1tica del departamento de Prehistoria, Historia Antigua y Arqueolog\u00eda de la Universidad Complutense de Madrid (UCM)<\/p>\n

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5 de Mar\u00e7 2026 \/5 de Marzo de 2026, 18:00 h (CEST)<\/p>\n

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CAT<\/p>\n

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\u00c9s ben conegut que la Convenci\u00f3 del Patrimoni Mundial ha tingut tradicionalment un enfocament predominantment material a l\u2019hora de considerar els llocs patrimonials. Tanmateix, m\u00e9s enll\u00e0 dels valors immaterials que es poden associar a aquests b\u00e9ns reconeguts per la UNESCO, \u00e9s innegable la profunda relaci\u00f3 i els efectes que aquestes declaracions internacionals generen sobre les comunitats locals i sobre les persones que els visiten.<\/p>\n

Des del discurs oficial \u2014impulsat tant per la teoria cr\u00edtica sobre els processos de patrimonialitzaci\u00f3 i les seves conseq\u00fc\u00e8ncies com per la mateixa pr\u00e0ctica de gesti\u00f3\u2014 hi ha nombroses refer\u00e8ncies a la import\u00e0ncia de vincular les persones amb aquests llocs. Aquestes consideracions s\u2019han anat accentuant amb els anys tant en la doctrina patrimonial com en les directrius pr\u00e0ctiques de la mateixa Convenci\u00f3, especialment des de 2007.<\/p>\n

Per\u00f2, com es posa en pr\u00e0ctica una aproximaci\u00f3 centrada en les persones en l\u2019\u00e0mbit del Patrimoni Mundial? Com es poden superar els desafeccionaments generats entre les declaracions i la visi\u00f3 formal dels llocs, i la societat civil o les comunitats ind\u00edgenes?<\/p>\n

A trav\u00e9s d\u2019aquesta xerrada es revisaran aportacions documentals, te\u00f2riques i normatives, i s\u2019exploraran m\u00e8todes i casos d\u2019estudi de llocs declarats en qu\u00e8 el grup de recerca Gesti\u00f3n del Patrimonio Cultural de la Universidad Complutense de Madrid compta amb experi\u00e8ncies que considera rellevant compartir i, per descomptat, sotmetre a debat i reflexi\u00f3 col\u00b7lectiva.<\/p>\n

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ES<\/p>\n

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Es bien conocido que la Convenci\u00f3n de Patrimonio Mundial ha tenido tradicionalmente un enfoque predominantemente material a la hora de considerar los sitios patrimoniales. Sin embargo, m\u00e1s all\u00e1 de los valores inmateriales que puedan asociarse a estos bienes reconocidos por la UNESCO, resulta innegable la profunda relaci\u00f3n y los efectos que estas declaraciones internacionales generan sobre las comunidades locales y sobre quienes los visitan. Desde el discurso oficial \u2014impulsado tanto por la teor\u00eda cr\u00edtica sobre los procesos de patrimonializaci\u00f3n y sus consecuencias como por la propia pr\u00e1ctica gestora\u2014 son numerosas las referencias a la importancia de vincular a las personas con estos sitios. Estas consideraciones se han ido acentuando con los a\u00f1os en la doctrina patrimonial y en las directrices pr\u00e1cticas de la propia Convenci\u00f3n, especialmente desde 2007. Pero \u00bfc\u00f3mo se lleva a la pr\u00e1ctica una aproximaci\u00f3n basada en personas en el \u00e1mbito del Patrimonio Mundial? \u00bfC\u00f3mo se pueden superar los desapegos generados entre las declaraciones y la visi\u00f3n formal de los sitios, y la sociedad civil o las comunidades ind\u00edgenas? A trav\u00e9s de esta charla se revisar\u00e1n aportaciones documentales, te\u00f3ricas y normativas, y se explorar\u00e1n m\u00e9todos y casos de estudio de sitios declarados en los que el grupo de investigaci\u00f3n Gesti\u00f3n del Patrimonio Cultural de la Universidad Complutense de Madrid cuenta con experiencias que considera relevante compartir y, por supuesto, someter a debate y reflexi\u00f3n colectiva.<\/p>\n

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EN<\/p>\n

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\n

It is well known that the World Heritage Convention has traditionally adopted a predominantly material approach when considering heritage sites. However, beyond the intangible values that may be associated with these UNESCO-recognised properties, the profound relationship and the effects that these international designations generate on local communities and on those who visit them are undeniable.<\/p>\n

From the official discourse \u2014 driven both by critical theory on heritage-making processes and their consequences, as well as by heritage management practice itself \u2014 there have been numerous references to the importance of connecting people with these sites. These considerations have become increasingly prominent over the years within heritage doctrine and in the practical guidelines of the Convention itself, especially since 2007.<\/p>\n

But how can a people-centred approach be implemented in the field of World Heritage? How can the disconnects generated between official declarations and formal visions of heritage sites, and civil society or Indigenous communities, be overcome?<\/p>\n

Through this talk, documentary, theoretical, and normative contributions will be reviewed, while exploring methods and case studies of World Heritage sites in which the Cultural Heritage Management research group at the Complutense University of Madrid has developed experiences considered valuable to share and, of course, to open up for debate and collective reflection.<\/p>\n<\/div>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb collapsed=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb animation_style=\u00bbfade\u00bb animation_duration=\u00bb1500ms\u00bb animation_delay=\u00bb500ms\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

CONVERSES PASSADES<\/p>\n<\/h2>\n

[\/et_pb_text][et_pb_divider color=\u00bb#C8AB37″ divider_weight=\u00bb3px\u00bb _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb width=\u00bb225px\u00bb animation_style=\u00bbslide\u00bb animation_direction=\u00bbleft\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00bb1_2,1_2″ make_equal=\u00bbon\u00bb _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb||||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_color=\u00bbRGBA(0,0,0,0)\u00bb custom_padding=\u00bb15px|15px|15px|15px|true|true\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_image src=\u00bbhttps:\/\/www.ub.edu\/gapp\/wp-content\/uploads\/2022\/10\/Logo_Gapp_4.png\u00bb title_text=\u00bb,,Logo_Gapp_4″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][\/et_pb_column][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_color=\u00bb#C8AB37″ custom_padding=\u00bb15px|15px|15px|15px|true|true\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.27.5″ _module_preset=\u00bb7f963102-8695-45a3-9794-759f478fc48c\u00bb custom_margin=\u00bb||||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

2022-2025<\/p>\n

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Henry Tantale\u00e1n, Nahir Meline Cantar, Malena Bedoya\u00a0<\/p>\n

[\/et_pb_text][et_pb_button button_url=\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjMwMTQifX0=@\u00bb button_text=\u00bbM\u00e9s Informaci\u00f3\u00bb button_alignment=\u00bbcenter\u00bb _builder_version=\u00bb4.16″ _dynamic_attributes=\u00bbbutton_url\u00bb _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00bb1_2,1_2″ make_equal=\u00bbon\u00bb _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb||||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_color=\u00bb#C8AB37″ custom_padding=\u00bb15px|15px|15px|15px|true|true\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.16″ _module_preset=\u00bb7f963102-8695-45a3-9794-759f478fc48c\u00bb custom_margin=\u00bb||||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

2021-2022<\/p>\n

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Juliana R. Santi, Jes\u00fas Mart\u00edn Alonso, Natalia Moragas Segura, Restauradoras con Glitter, Rodrigo Covacevich<\/p>\n

 <\/p>\n

 <\/p>\n

[\/et_pb_text][et_pb_button button_url=\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjI0NjcifX0=@\u00bb url_new_window=\u00bbon\u00bb button_text=\u00bbM\u00e9s Informaci\u00f3\u00bb button_alignment=\u00bbcenter\u00bb _builder_version=\u00bb4.16″ _dynamic_attributes=\u00bbbutton_url\u00bb _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_color=\u00bb#C8AB37″ custom_padding=\u00bb15px|15px|15px|15px|true|true\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.16″ _module_preset=\u00bb7f963102-8695-45a3-9794-759f478fc48c\u00bb custom_margin=\u00bb||||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

2020-2021<\/p>\n

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Salvador Lude\u00f1a, Agust\u00ed Vericat, Neemias Santos da Rosa, Margarita D\u00edaz-Andreu, Ana Pastor, Mathieu Picas, Apen Ruiz y autores del libro \u00ab21 Assajos al Voltant del Patrimoni Cultural\u00bb, Gabriela Eljuri, Virginia Salerno, Sandra Lozano, Ra\u00fal Asensio<\/p>\n

 <\/p>\n

[\/et_pb_text][et_pb_button button_url=\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjIwMTgifX0=@\u00bb button_text=\u00bbM\u00e9s Informaci\u00f3\u00bb button_alignment=\u00bbcenter\u00bb _builder_version=\u00bb4.16″ _dynamic_attributes=\u00bbbutton_url\u00bb _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00bb1_2,1_2″ make_equal=\u00bbon\u00bb _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb||||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_color=\u00bb#C8AB37″ custom_padding=\u00bb15px|15px|15px|15px|true|true\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.16″ _module_preset=\u00bb7f963102-8695-45a3-9794-759f478fc48c\u00bb custom_margin=\u00bb||||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

2019-2020<\/p>\n

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Pablo Alonso Gonz\u00e1lez y Eva Parga Dans, Esraa Fathy Alhadad, Leslie Zubieta Calvert, Sendy Ghirardi, Marina Skarpeti, Margarita G\u00f3mez Salas, Jaime Almansa S\u00e1nchez, Montserrat Villaverde.<\/p>\n

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2018-2019<\/p>\n

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Isidre Pastor i Batalla, Isbert Sabrine, Alexander Geurds, Cristina Vidal Lorenzo, David Buxens, Diana S\u00e1nchez, Antoni Mart\u00edn i Oliveras, Camila Opazo-Sep\u00falveda.<\/p>\n

 <\/p>\n

[\/et_pb_text][et_pb_button button_url=\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjMxMyJ9fQ==@\u00bb button_text=\u00bbM\u00e9s Informaci\u00f3\u00bb button_alignment=\u00bbcenter\u00bb _builder_version=\u00bb4.16″ _dynamic_attributes=\u00bbbutton_url\u00bb _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00bb1_2,1_2″ make_equal=\u00bbon\u00bb _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb||||true|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_2″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb background_color=\u00bb#C8AB37″ custom_padding=\u00bb15px|15px|15px|15px|true|true\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.16″ _module_preset=\u00bb7f963102-8695-45a3-9794-759f478fc48c\u00bb custom_margin=\u00bb||||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

2017-2018<\/p>\n

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Gustavo Gonz\u00e1lez, Integrants del C.R.A.S. (Lidia Boluda Terol, Lourdes L\u00f3pez Mart\u00ednez, Jes\u00fas Mart\u00edn Alonso, Guillermo Palomero, Paloma Zarzuela), B\u00e1rbara Molina Neira, Apen Ruiz, Ana Pastor, Luz G\u00e1miz, Elba Estrada Hern\u00e1ndez.<\/p>\n

 <\/p>\n

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2015-2017<\/p>\n

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Juana M\u00aa Hu\u00e9lamo, Josep Maria Solias, Ricard Martinez, Pau Olmos, Bego\u00f1a Florida Eseberri, Santiago J. Castell\u00e0, Joan Menchon, Sergi Lozano, Paloma Gonz\u00e1lez Marc\u00e9n, GRAMPO (Roger Alc\u00e0ntara, Ricard Arnaiz, Adri\u00e0 Breu, Quim Sisa), David Gonz\u00e1lez \u00c1lvarez, Juansebasti\u00e1n Vel\u00e1squez Pel\u00e1ez, Natalia Hern\u00e1ndez Tangarife, Mireia Sabat\u00e9\u00a0<\/p>\n

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