LIVING AND LIVED CULTURE AS A PART OF REGIONAL IDENTITY
LIVING AND LIVED CULTURE AS A PART OF REGIONAL IDENTITY

Summary/Abstract: Living culture conveys diverse social and cultural phenomena of the “here and now”, yet, at the same time, it is associated to the past of social groups and societies. Within living culture, the “past” (including cultural tradition) is not a static archaic inventory. Today, we can observe the revival and revitalization of folk traditions, folklore, as well as ethno-cultural traditions with a potential of becoming an attraction. As a result of the effort to increase their appeal, the potential market value of traditions is transformed through various strategies, such as aestheticization, stylization, staging and transformation to open-air museums. These elements can function as an attraction; however their presentation must not become shoddy. This article points out several strategies of utilizing traditions.

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