Common Histories, Constructed Identities: Intangible Cultural Heritage and the Rebranding of Serbia

Abstract

Even though Serbia is especially rich in intangible cultural heritage and folklore, there is still no established register of intangible cultural assets in Serbia that could evaluate particular elements of folk heritage. The ethnographic heritage of Serbia is rich in spiritual values related to customs, celebrations, music, song, dance, stories and legends, and this type of heritage is presented through numerous festivals, gatherings and tourist events. The Network for the Preservation of Intangible Cultural Heritage was formed in 2012. Of the twenty-seven proposals submitted, six representative elements of ICH that reflect the ethnic cultural identity of the Serbian nation were initially chosen: the feasts for patron-saints, the St. George's Day ritual, a folklore dance called kolo, singing with the gusle, flute playing and rug making in Pirot. These elements play an important role in the creation of national identity and have the potential to become significant for tourism in Serbia. In this study, some of the elements proposed for the UNESCO Representative List of Intangible Cultural Heritage are described, and their importance for the cultural identity of the Serbian people is explained.