Archaeology Is a Brand!: The Meaning of Archaeology in Contemporary Popular Culture

Archaeology is a regular feature in daily life and popular cultureawhat is the impact of this fact on the field? To answer this question, Cornelius Holtorf examines and compares media portrayals of archaeology in England, Germany, Sweden and the USA. He also analyses the gaps between media presentations and audience knowledge and attraction to the subject. In his inviting, populist style, Holtorf discusses strategies with which archaeologists can engage with popular representations of themselves and their profession. Possessors of a widely recognized, positively valued and well-underpinned brand, archaeologists need to take more seriously the appeal of their work and its relationship to society and popular culture. Features: flip-book cartoons, cartoons, case studies, resources