Abstract
In two recent books, From Stonehenge to Las Vegas – Archaeology as popular culture (AltaMira 2005) and Archaeology is a brand! The meaning of archaeology in popular culture (Archaeopress 2007), Cornelius Holtorf wants us to readdress the focus of archaeology from being predominantly a study of the past to becoming a study of its use in popular culture in the present. While I am in general sympathy with the attempt to analyse the role of archaeology in modern popular culture – and his 2007 book especially provides some good examples of that – I am deeply sceptical of Holtorf's theoretical and political programme for archaeology. It represents a dangerous attempt to deconstruct archaeology as a historical discipline in order to allow modern market forces to take over the archaeological heritage and the consumption of the past as popular culture.
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