1. bookVolume 1 (2021): Issue 2 (December 2021)
    Special issue affiliated to the International Year of Creative Economy for Sustainable Development, 2021 | UNCTAD
Journal Details
License
Format
Journal
eISSN
2810-2010
First Published
20 Dec 2021
Publication timeframe
2 times per year
Languages
English
Open Access

Designing Heritage-Sensitive IP and Marketing Strategies for ICH-Based Creative Economy

Published Online: 02 Feb 2022
Volume & Issue: Volume 1 (2021) - Issue 2 (December 2021) - Special issue affiliated to the International Year of Creative Economy for Sustainable Development, 2021 | UNCTAD
Page range: 72 - 87
Journal Details
License
Format
Journal
eISSN
2810-2010
First Published
20 Dec 2021
Publication timeframe
2 times per year
Languages
English
Abstract

Can intellectual property and marketing strategies help bearer communities to make a sustainable living from their intangible heritage? This is the question that underpinned a British Academy-funded interdisciplinary research project that comprised researchers from the UK, France, and Italy, and an NGO from Kolkata. This contribution describes the development and implementation of heritage-sensitive intellectual property and marketing strategies (HIPAMS) with two communities in West Bengal – Chau dancers and Chau mask-makers who were at the heart of the project. Using methods including forum theatre and walking stories, the research team and the communities’ highlighted challenges faced by the communities in making a sustainable living from their heritage skills and developed ways in which HIPAMS could be used by the communities to their advantage while retaining a focus on the importance of the heritage. The initial evaluation shows how significant these strategies can be for heritage communities, however small and incremental the advances made.

Keywords

Akagawa, N., & Smith, L. (Eds.). (2018). Safeguarding intangible heritage: practices and politics. Routledge.10.4324/9780429507137 Search in Google Scholar

Bortolotto, C. (2011). Patrimonio Immateriale e Autenticità: Una Relazione Indissolubile [Intangible Heritage and Authenticity: An Inseparable Relationship]. La Ricerca Folklorica, 64(October), 7-17. https://www.jstor.org/stable/23629701 Search in Google Scholar

Bortolotto, C. (2020). Intangible Cultural Heritage and the Market: The Embarrassment of Heritage Alienability, unpublished paper. Search in Google Scholar

CIPAM. (2016). National Intellectual Property Rights Policy. Cell for IPR Promotion and Management, Ministry of Commerce & Industries, Govt. of India. https://cipam.gov.in/index.php/about/national-ipr-policy/ Search in Google Scholar

Coombe, R. J., Ives, S., & Huizenga, D. (2014). Geographical Indications: The Promise, Perils and Politics of Protecting Place-Based Products. In M. David & D. Halbert (Eds.), Sage Handbook on Intellectual Property (pp. 207-223). Sage Publications.10.2139/ssrn.2644494 Search in Google Scholar

Deacon, H., Rinallo, D., Basu, B., Bhattacharya, A., Nath, R., Patra, A., Taboroff, J., Ubertazzi, U., & Waelde, C. (2022).Promoting sustainable development through intangible cultural heritage: The co-creation of heritage-sensitive intellectual property and marketing strategies (HIPAMS) with bearer communities. In Enhancing Intangible Cultural Heritage: Socio-economic contributions for ICH safeguarding, Fondazione Santagata, Italy. Forthcoming. Search in Google Scholar

Deacon, H., & Smeets, R. (2018). Intangible Heritage Safeguarding and Intellectual Property Protection in the Context of Implementing the UNESCO ICH Convention. In N. Akagawa & L. Smith (Eds.), Safeguarding Intangible Heritage (pp. 36-53). Routledge.10.4324/9780429507137-4 Search in Google Scholar

Drahos, P. (2014). Intellectual property, indigenous people and their knowledge (No. 25). Cambridge University Press.10.1017/CBO9781107295230 Search in Google Scholar

Farah, P. D., & Tremolada, R. (2015). Conflict between intellectual property rights and human rights: A case study on intangible cultural heritage. Oregon Law Review, 94, 125. Search in Google Scholar

Forsyth, M. (2012). Lifting the Lid on ‘the Community’: Who Has the Right to Control Access to Traditional Knowledge and Expressions of Culture?. International Journal of Cultural Property 19(1), 1–31. https://doi.org/10.1017/S094073911200002110.1017/S0940739112000021 Search in Google Scholar

Gilmore, J. H., & Pine, B. J. (2007). Authenticity: What consumers really want. Harvard Business Press. Search in Google Scholar

Goswani, R., & Nandi, K. (2008). Naming the Unnamed: Intellectual Property Rights of Women Artists from India. American University Journal of Gender, Social Policy & the Law, 16(2), 257-281. Search in Google Scholar

Harding, S. (2018). Contemporary Intangible Cultural Heritage and Right of Exclusion. In C. Waelde, C. Cummings, M. Pavis, & H. Enright (Eds.), Research Handbook on Contemporary Intangible Cultural Heritage: Law and Heritage (pp. 78-104), Edward Elgar. Search in Google Scholar

HIPAMS India Project. https://www.hipams.org/menu-3 Search in Google Scholar

HIPAMS. (2021a). Purulia Chau Case Study. www.hipams.org Search in Google Scholar

HIPAMS. (2021b). The HIPAMS Toolkit. www.hipams.org Search in Google Scholar

IBEF. (2021). Indian Handicraft Industry & Exports. https://www.ibef.org/exports/handicrafts-industry-india.aspx Search in Google Scholar

Janke, T. (2003). Minding culture: Case studies on intellectual property and traditional cultural expressions. WIPO. Search in Google Scholar

Kirshenblatt-Gimblett, B. (2004). Intangible heritage as metacultural production. Museum International, 56(1-2), 52-65. https://doi.org/10.1111/muse.1207010.1111/muse.12070 Search in Google Scholar

Kolar, T., & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?. Tourism Management, 31(5), 652-664.10.1016/j.tourman.2009.07.010 Search in Google Scholar

Kreuzbauer, R., & Keller, J. (2017). The Authenticity of Cultural Products: A Psychological Perspective. Current Directions in Psychological Science, 26(5), 417–421. https://doi.org/10.1177/096372141770210410.1177/0963721417702104 Search in Google Scholar

Lixinski, L. (2013). Intangible Cultural Heritage in International Law. Oxford University Press.10.1093/acprof:oso/9780199679508.001.0001 Search in Google Scholar

Lixinski, L. (2019). International Heritage Law for Communities: Exclusion and Re-Imagination. Oxford University Press.10.1093/oso/9780198843306.001.0001 Search in Google Scholar

Lixinski, L. (2020). Commercialising Traditional Culture: Promises and Pitfalls in the Convergence of Intellectual Property Law and Cultural Heritage Law. Annali italiani del diritto d’autore, della cultura e dello spettacolo (AIDA), forthcoming. Search in Google Scholar

MSE. (2013). Enumeration of Crafts Persons in India. Madras School of Economics. https://www.mse.ac.in/wp-content/uploads/2016/09/Mono-25-.pdf Search in Google Scholar

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.00610.1016/j.jcps.2014.11.006 Search in Google Scholar

Purulia Chau. www.puruliachau.com Search in Google Scholar

Rinallo, D. (2018). Map of ICH Food Commercial Valorisation Practices Across the Alpine Space. Alp Foodway Interreg Alpine Space Project Deliverable D.T2.1.1. https://www.alpine-space.eu/projects/alpfoodway/project-results/wp2_map_ich_commercial_valorisation_practices.pdf Search in Google Scholar

Smith, L. & Akagawa, N. (2009). Introduction. In L. Smith & N. Akagawa (Eds.), Intangible Heritage, Routledge. Search in Google Scholar

Swiderska, K., Pant, R., Argumedo, A., Song, Y., Mutta, D., Munyi, P., Herrera, H., & Vedavathy, S. (2009). Protecting community rights over traditional knowledge: implications of customary laws and practices. Key findings and recommendations 2005-2009. IIED, London. Search in Google Scholar

Ubertazzi, B. (2017). EU Geographical Indications and Intangible Cultural Heritage. International Review of Intellectual Property and Competition Law, 48, 1-26.10.1007/s40319-017-0603-0 Search in Google Scholar

Ubertazzi, B. (2018). Italian intangible cultural heritage inscribed on the ICH UNESCO List: risks and opportunities. In P. Petrillo (Ed.), Unpublished book. Search in Google Scholar

UNESCO. (2018). Investing in Creativity. https://en.unesco.org/creativity/sites/creativity/files/info-kit_brochure-final-en-web.pdf Search in Google Scholar

UNESCO Intangible Cultural Heritage (n.d.), Chhau Dance. https://ich.unesco.org/en/RL/chhau-dance-00337 Search in Google Scholar

UNESCO Office New Delhi, banglanatak dot com (India), Dept. of Culture and Tourism of West Bengal. (2011). Indian Heritage Passport Programme: on the cultural heritage of Purulia; a concept paper. UNESDOC Digital Library. https://unesdoc.unesco.org/ark:/48223/pf0000192865?1=null&queryId=N-EXPLORE-2c86e353-3447-44ac-a35d-a29f82ef8a21 Search in Google Scholar

UNESCO. (2015). Ethics and Intangible Cultural Heritage. https://ich.unesco.org/en/ethics-and-ich-00866 Search in Google Scholar

UNESCO. (2018). Investing in Creativity. https://en.unesco.org/creativity/publications/investing-creativity Search in Google Scholar

UNESCO. (2020). Basic Texts of the 2003 Convention for the Safeguarding of the Intangible Cultural Heritage. https://ich.unesco.org/doc/src/2003_Convention_Basic_Texts-_2020_version-EN.pdf Search in Google Scholar

Waelde, C., Deacon, H., Ramalingam, K., Rinallo, D., Ubertazzi, B., Taborof, J. (2020). Review of ContactBase’s Art for Life Development Model amongBaul,Chau and Patachitracommunities. HIPAMS. www.hipmas.org Search in Google Scholar

Zandieh, M., & Seifpour, Z. (2020). Preserving traditional marketplaces as places of intangible heritage for tourism. Journal of Heritage Tourism, 15(1), 111-121. https://doi.org/10.1080/1743873X.2019.160471410.1080/1743873X.2019.1604714 Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo