Politics of Heritage Promotion: Branding the Identity of the Greek State

Abstract

This article analyzes the role of the Greek Ministry of Culture in its capacity as the public sector agency responsible for managing heritage assets within Greece and its role in promoting national identity. The study examines the officially sanctioned promotional narrative for Greece's World Heritage listed sites. It focuses on visitors who are able to read the Greek language promotional materials that explain the educational programs offered at these sites. Through the use of interpretative phenomenological analysis, this qualitative research article argues that the promotion of world-renowned sites has a strong social and political dimension. The official promotion of heritage by a state may project a symbolic sense of “imagining”: with national identity within a multicultural and heterogeneous world. Theoretically, the article probes the phenomenon of official portrayals of a singular national identity within a multicultural society and the role played by heritage promotional materials in advancing the interests of the state. It is shown that as they are manifest in promotional material cultural values are not neutral. The mediating role of the promotional material for tourists may be used to promote a brand identity that is inclusive of multiculturalism and recognizes the “significant other,” namely neighboring states, as potential beneficiaries and friends.