“Mettere in valore una comunità in “questua”. Patrimonio immateriale e cortocircuiti glocali”

The present paper suggests a reflection on some crucial questions of the national and international contemporary anthropology that crossing some cultural economy trends show “glocal short circuits” between the local and the global level of identification, legitimacy and valorization of the intangible heritage. The connection between the anthropological perspective on intangible heritage and economy allows us to reflect about the entry modality of heritage into the construction of touristic flows and the territorial marketing, and the community attitudes as actors of these processes. The case study here proposed shows the results of an ethnographic research on Nola city, situated near Naples, pointing out its complex local economies during the ritual moments of the “Festa dei Gigli” and analyzing the institutions and the elaborate policies of “patrimonialization” related with the many submissions to UNESCO list and focused on the relation between “global hierarchy of values” and the local. Through the ethnography we can find a market of sense and significance of the festive system that today it”s frequently underestimates and collides with the opposite dynamics, but vital and creative, of the same “property communities”. The recent tensions during the “Festa dei Gigli” are a clear demonstration, for instance, of the increasing hostilities towards the other similar national and regional feasts, ecc.

Questo contributo propone una riflessione per ragionare su alcuni dei cruciali interrogativi dell’antropologia contemporanea nazionale e internazionale, che si interseca con alcune tendenze di economia della cultura, registrando dei “cortocircuiti glocali” tra la dimensione locale e quella globale di individuazione, legittimazione e valorizzazione del patrimonio immateriale. Infatti, la relazione che intrattiene lo sguardo antropologico sul patrimonio immateriale con quello economico, ci consente di riflettere sul modo in cui i beni entrano nella costruzione di flussi turistici e marketing dei territori, ricordando le riflessioni pionieristiche contenute nel testo "Folklore e profitto" e della particolare stagione di studi che ne fu cornice.