Archaeology is a brand: the meaning of archaeology in contemporary popular culture

摘要

Just what is it that makes archaeology so 'sexy'? Holtorf suggests that characters such as Lara Croft and Indiana Jones, and the British television series 'Time Team' are significant contributors to the appeal of archaeology. While these may indeed play a central role in the popularisation of archaeology, the contribution of books like Archaeology is a Brand to making archaeology accessible and appealing cannot be overlooked. From its quirky cartoons, to its writing style, and to the novel inclusion of Holtorf's travel journals, this book engages its readers and draws them into the world of archaeology.rnAn investigation of the meaning and position of archaeology in contemporary popular culture and society is the main objective of this book. Consequently, the first four chapters are concerned with identifying the popularity of archaeology in the general population and how archaeology is being packaged and sold to these people. In particular, the author's travel journal, which constitutes Chapter 2, provides an excellent vehicle through which Holtorf can bring his own ideas about the popularity of archaeology and how it is sold to the public clearly to the fore while bridging the divide between academic and popular interpretations of archaeology.