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Communicating locality: Culture, canon and place promotion in a post-socialist context

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The Fish Soup Cooking Folk Festival was originally organized to celebrate the 300th anniversary of the community of Baja, in southern Hungary, becoming a town. In the past few years the festival has been developed to become one of the largest gastronomic festivals in the country. As such, it not only provides a basis for local identity but also serves as a tourist attraction. In this article, the author aims to uncover the mechanisms of the construction of local identity, attraction and place promotion, and assess their links with local history and culture. The role of the local elite in these canonizing processes is also outlined. The study concludes by demonstrating the process of the brand development of the festival and through it, the development of the locality as a brand.

Keywords: commodification of culture; invented tradition; locality; place branding; place promotion; symbolic identity

Document Type: Research Article


Affiliations: University of Szeged

Publication date: July 27, 2011

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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