e-journal
Takarajima: A Treasured Island Exogeneity, folkloric identity and local branding
This article examines the manner in which local identity can be constructed on small
islands from the selective prioritisation and elaboration of exogenous elements that become
localised by this process and can subsequently function as a brand within contemporary tourism
markets. The particular analysis of identity motifs on Takarajima island that we expound examines
aspects of the relationships between folklore and contemporary media and references contemporary
debates concerning archaeology’s interface with folklore and popular culture in the context of
(non-scientific) ‘treasure hunting’.
KEYWORDS:
Takarajima;
Exogeneity;
Folklore;
Identity;
Local branding;
Captain Kidd;
Treasure hunting
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