Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods: The Case of HIPAMS

Charlotte Waelde; Diego Rinallo; Ananya  Bhattacharya; Harriet Deacon; Anindita Patra; Rajat Nath; June  Taboroff; Benedetta  Ubertazzi

doi:10.4324/97810

Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods: The Case of HIPAMS

Charlotte Waelde, Diego Rinallo, Ananya Bhattacharya, Harriet Deacon, Anindita Patra , Rajat Nath, June Taboroff, Benedetta Ubertazzi

Research Centre for Dance Research

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Abstract

How can marketing and intellectual property help marginalised communities harness their intangible cultural heritage (ICH) to contribute to sustainable livelihoods while avoiding the perils of over-commercialisation? This is the central question that is addressed in this chapter which starts by highlighting the legal frameworks for intellectual property (IP) and how these are quite different from those for safeguarding of intangible cultural heritage (ICH). While both seek to regulate information, they do so with very different underpinning theories, goals and tools. By reference to the HIPAMS project, the chapter explains how IP can be used to underpin marketing strategies when heritage bearer communities commercialise their ICH showing how, in practice, IP can be a useful tool in pursuit of sustainable development.

Original language	English
Title of host publication	Critical Approaches to Heritage for Development
Editors	John Giblin, Charlotte Cross
Place of Publication	UK
Publisher	Routledge
Chapter	4
Pages	71-88
Number of pages	17
Edition	1
ISBN (Electronic)	9781003107361
ISBN (Print)	9780367619756, 9780367619787
DOIs	https://doi.org/10.4324/97810
Publication status	Published - 15 Dec 2022

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Waelde, C., Rinallo, D., Bhattacharya, A., Deacon, H., Patra , A., Nath, R., Taboroff, J., & Ubertazzi, B. (2022). Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods: The Case of HIPAMS. In J. Giblin, & C. Cross (Eds.), Critical Approaches to Heritage for Development (1 ed., pp. 71-88). Routledge. https://doi.org/10.4324/97810

Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods: The Case of HIPAMS. / Waelde, Charlotte; Rinallo, Diego; Bhattacharya, Ananya et al.
Critical Approaches to Heritage for Development. ed. / John Giblin; Charlotte Cross. 1. ed. UK: Routledge, 2022. p. 71-88.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods: The Case of HIPAMS

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